Frequency of Usage: The Impact of Technology Acceptance Factors versus Social Factors

The social networking population continues to expand at a phenomenal pace. Nevertheless, the question of how an organization gets people to spend long periods of time on a particular social networking website as well as return to its website is becoming an increasingly important question. Is it technological sophistication of the website or the social aspect that is most important? This study addresses both technological and social factors. We examine social network use by employing a survey instrument to gather data about technological factors based upon the technology acceptance model and social factors collecting data on constructs representing social involvement and the sheer enjoyment of using the social networking website. Results of our study suggest that users of social networks are more apt to frequently use a site based upon social/enjoyment factors as opposed to technology related factors.