Exploring Critical Factors in Predicting Post-Adoptive Use of Facebook

Description:

Social networking applications (SNAs) have experienced a boom in popularity in recent years. Sites like Facebook and MySpace continuously draw new users, and are successful in organizing groups of users around topics of common interest. Among SNAs, Facebook has demonstrably outgrown its rivals growing an estimated 157 percent from 2008 to 2009. Facebook is now estimated to be the fourth largest Internet site in the world, trailing only Google, Microsoft and Yahoo (Schonfeld 2009). This dissertation posits and tests a theoretical model composed of key factors that contribute to post-adoptive use of social networking applications and the relationship of those factors to one another. This study also identifies and clarifies new constructs that were not previously used to measure usage, and further refines the constructs that were previously used so that they better fit social networking applications. The results of this dissertation show that the critical factors of social capital, hedonic enjoyment, perceived usefulness, social influence, satisfaction and attitude have a positive influence on a post-adoptive user's intention to continue using Facebook. The results of this study yielded a structural model for predicting the post-adoptive use of Facebook. This work also developed an instrument for measuring constructs relevant to social networking applications.

Creator(s): Magro, Michael J.
Creation Date: May 2011
Partner(s):
UNT Libraries
Collection(s):
UNT Theses and Dissertations
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Total Uses: 585
Past 30 days: 34
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Publisher Info:
Publisher Name: University of North Texas
Place of Publication: Denton, Texas
Date(s):
  • Creation: May 2011
Description:

Social networking applications (SNAs) have experienced a boom in popularity in recent years. Sites like Facebook and MySpace continuously draw new users, and are successful in organizing groups of users around topics of common interest. Among SNAs, Facebook has demonstrably outgrown its rivals growing an estimated 157 percent from 2008 to 2009. Facebook is now estimated to be the fourth largest Internet site in the world, trailing only Google, Microsoft and Yahoo (Schonfeld 2009). This dissertation posits and tests a theoretical model composed of key factors that contribute to post-adoptive use of social networking applications and the relationship of those factors to one another. This study also identifies and clarifies new constructs that were not previously used to measure usage, and further refines the constructs that were previously used so that they better fit social networking applications. The results of this dissertation show that the critical factors of social capital, hedonic enjoyment, perceived usefulness, social influence, satisfaction and attitude have a positive influence on a post-adoptive user's intention to continue using Facebook. The results of this study yielded a structural model for predicting the post-adoptive use of Facebook. This work also developed an instrument for measuring constructs relevant to social networking applications.

Degree:
Level: Doctoral
Department: College of Business
Language(s):
Subject(s):
Keyword(s): Social networking | social capital | post-adoption | Facebook
Contributor(s):
Partner:
UNT Libraries
Collection:
UNT Theses and Dissertations
Identifier:
  • ARK: ark:/67531/metadc68007
Resource Type: Thesis or Dissertation
Format: Text
Rights:
Access: Public
License: Copyright
Holder: Magro, Michael J.
Statement: Copyright is held by the author, unless otherwise noted. All rights reserved.