The acceptance of social network: The role of status seeking on TAM

Abstract

online social networks are progressively being adopted among young people in developing countries. The public is questioning why so many people adopt this technology in many aspects of their lives? The purpose of this study is to understand the acceptance of social networks by Thai students. We used traditional TAM's behavioral constructs: subjective norms (SN), perceived usefulness, perceived ease of use (PEOU), and behavioral intention (BI) together with status seeking (SS) to answer the question. We surveyed 350 Thai university students and use structural equation modelling (SEM) for the analysis. The findings depict a significant theoretical model and suggest the future research.