The users adoption and usage of social network sites: an empirical investigation in the context of italy

Objectives – In recent years, Social Networking Sites (SNS) have been considered as a new communication tools between people and organizations. Due to the growing importance of SNS and the many advantages they offer to companies, the main objective of this research is to investigate the users adoption and usage of SNS applying and extended Technology Acceptance Model (TAM) which takes into account two added pivotal dimensions, that is trust and perceived risk towards SNS. To achieve this aim, Italy was chosen as the research site for this study. Methods – This study is based on an empirical and quantitative investigation that was carried out by online survey on a sample of 675 Italian SNS users from 16 to 74 years old. The sample was developed using a non-probability method by quota sampling, thus ensuring that the various subgroups of the population are represented in the sample with regard to gender, age and region. Results – Findings reveal that the extended TAM is able to explain the adoption of SNS by Italian SNS users. As a consequence, it is appropriated when used to predict the acceptance of voluntary-use technologies focused on social relationships. Among other things, results report trust affecting positively and directly the attitude toward SNS, the perceived usefulness and perceived ease of use. However, perceived risk only influences negatively the intention to use. Otherwise, ease of use has a negative influence on perceived risk. Moreover, trust on SNS is a determinant of perceived risk in SNS. However, perceived risk of SNS does not influence significantly the perceived usefulness and the intention to continue using them. Conclusion – Results support the positive relationships and influences between variables of the Extended Technology Acceptance Model, thus adding to the growing literature in the field of users adoption and usage of SNS. Further, they reveal that product/service providers should stimulate users trust by facilitating transactions, installing firewalls, using authentication mechanisms and ensuring the protection of privacy and information.