Factors Influencing Students' Embedment with, and Embracement of Social Networking Sites: An Analysis
نویسنده
چکیده
This study investigated the undergraduates’ embedment with, and embracement of social networking sites (SNS) with a modified theory of planned behavior (TPB). It is recognized that social influence, perceived behavioral control, enjoyment, as well as embracement and embedment, are pertinent to the discourse. Data was collected from undergraduates in four (4) culturally diverse countries. Hypotheses were developed to test the proposed research conceptualization. The partial least squares (PLS) technique was used for data analysis. The results confirmed that perceived enjoyment and perceived behavioral control positively influenced students’ behavioral intentions for the use of SNS while subjective norm did not. However, subjective norm has positive impacts on students’ embedment with, and embracement of such tools. Students’ behavioral intention to accept SNS has a positive influence on students’ embedment with, and embracement of SNS.
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