START Conference Manager    

ASIST 2012 Annual Meeting 
Baltimore, MD, October 26-30, 2012 

Applying the Technology Acceptance Model to Social Networking Sites: Impact of Subjective Norm and Social
Gilok Choi and Hyewon Chung

Monday, 6:30pm


With its heavy traffic and technological capabilities, social networking sites (SNS) introduced a new means of building and maintaining perceived social capital. This study aims to identify underlying factors and causal relationships that affect behavioral intention to use SNS. For this purpose, this research developed an extended technology acceptance model (TAM), incorporating subjective norm (SN) and perceived social capital (PSC) for predicting SNS acceptance and usage. Exploratory correlation and path analyses were conducted to identify the relationships between five constructs: Perceived Usefulness (PU), Perceived ease of use (PEOU), subjective norm (SN), perceived social capital (PSC), and intention to use (IU). The results showed that PU and PEOU had robust effects on the user’s intention to use SNS. The research findings also demonstrated that SN and PSC were significant predictors of both PU and PEOU and therefore should be considered as potential variables for extending TAM.