Driving Forces Behind Participation and Satisfaction with Social Networking Sites

Authors:
Sandra Maria Correia Loureiro;F. Javier Miranda;Ana R. Pires
Affiliations:
Marketing Professor ISCTE-IUL, Department of Marketing, Operations and General Management, ISCTE-IUL Business School, Lisbon, Portugal;Associate Professor Universidad de Extremadura, Business Management and Sociology Department, Facultad de Ciencias Económicas y Empresariales, Badajoz, Spain.;Master in Science University of Aveiro, Department of Economy, Management and Industrial Engineering, University of Aveiro, Portugal, Aveiro, Portugal
Venue:
International Journal of Virtual Communities and Social Networking
Year:
2012

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Abstract

This study aims to investigate the antecedents of participation in and satisfaction with social networking sites SNS based on extension of the Technology Acceptance Model. The model is tested on a group of 336 young adults who use Facebook frequently. The findings reveal that identification with the SNS and the degree of influence are two important drivers of the usefulness of the SNS, and in turn, lead to using it more frequently and encouraging others to join. Interaction preference can influence favourably the belief that the SNS is easy to use, however, ease of use does not seem to contribute significantly to individuals participating actively in SNS.