Fear of the dark: a cross-cultural study into how perceptions of antisocial behaviour impact the acceptance and use of Twitter

This study investigates the impact of perceptions antisocial behaviour on use social media platform Twitter. We extend Unified Theory Acceptance and Use Technology (UTAUT) with Perception Antisocial Behaviour as a risk factor, two supporting constructs: Strategic Self-Presentation Protective Self-Presentation. call this extended model under Risk (TAUR). investigate groups via an online questionnaire, contrasting Anglophone countries (the UK, USA, Canada, 200 responses), Saudi Arabia (540 responses). In both cases data shows that impacts Twitter use, but not directly, rather it negatively influence other factors such Behavioural Intention – also affects Anglophones more than Saudis. indicates future work should differentiate between different cultural groups, solutions may be needed to assuage users’ fears in parts world.