Social-Technology Fit: A Conceptual Model

Abstract

Literature has paid limited attention to the explanation model of social networking performance. It is argued that a healthy social networking should have a fitting structure among the technology characteristics (e.g., communication and cooperation), social characteristics (e.g., demands of privacy and trust), and individual characteristics (e.g., the tendency of self-realization) to develop its social values in a stable manner. In consequence, this study proposes a conceptual explanation model for social networking performance, which is called Social-Technology Fit Model (STFM). The STFM is based on the theories of technology-performance model and technology-task fit model. The STFM with theoretical arguments and instrument for variables is presented in this paper.