2013 Annual Meeting
Montréal, Québec, Canada | November 1-5, 2013
Noa Aharony, Bar-Ilan University
This study seeks to explore whether or not information professionals who deal consistently with various technologies are familiar with Facebook and are ready to incorporate it within their organizations. The current study uses the Technology Acceptance Model (TAM), a well-known theory for explaining individuals' technology behaviors, as well as the "Big Five" model of personality, as theoretical bases from which to predict factors that may influence the adoption of Facebook by information professionals within their organizations. The research was conducted in Israel during the first semester of the 2013 academic year and encompassed two groups of information professionals: librarians, and information specialists. Researchers used five questionnaires to gather the data. Findings indicate that this study has expanded current research about the TAM by examining it within the context of Facebook, focusing on the variable of perceived enjoyment. In addition, the research findings confirm that the TAM (in its modified version), as well as other personality characteristics, significantly predict the likelihood of Facebook use, and highlight the importance of personality characteristics when considering technology acceptance. Researchers recommend that directors of information organizations be familiar with both the TAM and the issue of personality characteristics. These factors may help them choose the most appropriate employees, as well as understand and supervise threatened and/or unmotivated workers.