Factors affecting the frequency and amount of social networking site use: Motivations, perceptions, and privacy concerns
Keywords: social networking sites, adoption, frequency, amount
AbstractThe 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.
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
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