Behavioral Intention of Using Social Networking Site: A Comparative Study of Taiwanese and Thai Facebook Users

Shu-Hui Chuang, Shinyi Lin, Tin-Chang Chang and Rattikorn Kaewmeesri
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Shu-Hui Chuang: Asia University, Taichung, Taiwan
Shinyi Lin: National Taichung University of Education, Taichung, Taiwan
Tin-Chang Chang: Asia University, Taichung, Taiwan
Rattikorn Kaewmeesri: Asia University, Taichung, Taiwan

International Journal of Technology and Human Interaction (IJTHI), 2017, vol. 13, issue 1, 61-81

Abstract: Although major contributions are being made by Social Networking Sites (SNS) in communications and e-commerce, very little attention has been given to its implementation. This study contributes to technology and human interaction domain by (1) extending the technology acceptance model (TAM), personality trait and telepresence in developing a comparative mode based on the behavioral intention, (2) testing the model with Partial Least Square (PLS) using Facebook user's data; and (3) comparing result across a developed (Taiwan) and an emerging (Thailand) economy. Results indicate TAM was to fit to test the behavioral intention model in these two economies. The findings support for the telepresence, perceived usefulness, and perceived ease of use, attitude and behavioral intention; however, the effect levels are different in these two countries (Taiwan vs. Thailand). In addition, only extraversion, conscientiousness, agreeableness, and neuroticism of the big-five personality have been discussed.

Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jthi00:v:13:y:2017:i:1:p:61-81

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