Using behavior of social network sites based on acceptance model

Abstract

The population of social network sites (SNSs) users in the world is growing rapidly, and the growth rate is beyond imagination. In light of this, this study conducting in-depth interviews to discover the relevant clues and factors that may affect users' adoption of social network website. The results indicated that attitude has a significant influence on behavioral intention, and intrinsic motivation such as perceived playfulness has a positive influence on the creation of behavior intention. However, perceived usefulness shows no significant influence on behavioral motivation. Moreover, perceived playfulness, perceived ease of use, perceived usefulness, and relationship development all have significant influence on behavior and attitude. © Springer-Verlag Berlin Heidelberg 2013.