Abstract
This research aims to explore the factors that affect the intention to use in Social Networking Sites (SNS). We apply the theory of Technology Acceptance Model (TAM), intrinsic motivation, and trust properties to develop the theoretical framework for SNS users’ intention. The results show that the important factors influencing SNS users’ intention for general purpose and collaborative learning are task-oriented, pleasure-oriented, and familiarity-based trust. In marketing usage, dispositional trust and pleasure-oriented are two main factors that reflect intention to use in SNS.
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Jairak, R., Sahakhunchai, N., Jairak, K., Praneetpolgrang, P. (2010). Factors Affecting Intention to Use in Social Networking Sites: An Empirical Study on Thai Society. In: Papasratorn, B., Lavangnananda, K., Chutimaskul, W., Vanijja, V. (eds) Advances in Information Technology. IAIT 2010. Communications in Computer and Information Science, vol 114. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-16699-0_6
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DOI: https://doi.org/10.1007/978-3-642-16699-0_6
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