The Role of Social Influence in Facebook Adoption: Testing an Extended Technology Acceptance Model

National Institute for Research & Development of Informatics – ICI Bucharest

Abstract: One of the greatest chalenges for the researchers in the information technology (IT) field, in particulary in the information systems (IS) and human-computer interaction (HCI) area, is understanding the predictors that determine users to adopt and accept new technologies. The popularity of social networks among students led to an increased interest in studying the use of these technologies from the educational point of view. The present study aims to analyze the effect of  social influence on the intention to use Facebook and to test and validate the technology acceptance model. The model was tested on a sample of 758 students from the Romanian universities, using the Structural Equation Modelling (SEM). The results confirm the importance of social influence on the intention to use Facebok through the direct effect of  normative social influence, and also through the indirect effect of informational social influence exercised through perceived utility, perceived ease of use and perceived enjoyment.

Keywords: TAM, perceived usefulness, perceived ease of use, perceived enjoyment, social influence, continued intention of use, social networks, Facebook.

View full article