Factors affecting the frequency and amount of social networking site use: Motivations, perceptions, and privacy concerns

  • Jiyoung Cha University of North Texas
Keywords: social networking sites, adoption, frequency, amount

Abstract

The purpose of this study is to explore the factors that affect the use of social networking Web sites. In doing so, this investigation focuses on two dimensions of social networking site use frequency (i.e., how often people use social networking sites) and amount (i.e., how much time people spend on social networks). Integrating the technology acceptance model with uses and gratification and other consumer characteristics, this study found that interpersonal utility, perceived ease of use, privacy concerns, and age predict the frequency of social networking site use. Interpersonal utility motive, escape motive, and Internet experience explain the time spent on social networking sites.

Author Biography

Jiyoung Cha, University of North Texas
Jiyoung Cha (Ph.D., University of Florida) is an assistant professor in the Department of Radio, Television, and Film at the University of North Texas. Her research interests include the relationship between the media and the audience and the interaction between emerging new media and traditional media from management and marketing perspectives. She received her Ph.D. in mass communication with a minor in marketing from the University of Florida and her master's degree in Television, Radio, and Film at the S.I. Newhouse School of Communications at Syracuse University.
Published
2010-11-26
How to Cite
Cha, J. (2010). Factors affecting the frequency and amount of social networking site use: Motivations, perceptions, and privacy concerns. First Monday, 15(12). https://doi.org/10.5210/fm.v15i12.2889