Predictors of Students Intention to Use Social Networking Sites: Path Analysis

The primary purpose of this study is to identify the key predictor of undergraduate students’ intentions to use social networking sites. Technology acceptance model with three main unobserved variables, attitude, perceived behavior control, and subjective norms was employed as research framework. Seven other unobserved variables were added to the research framework. A technology acceptance questionnaire was sampled to 350 undergraduate students at a public university in East Coast of Peninsular Malaysia. A path analysis was used to estimate the causal relationship between the three unobserved variables and intention to used social networking sites. The findings show that the perceived behavior control was the key predictor of students’ intention to use social networking sites. Also, facilitating condition was indirectly influenced the students intentions to use social networking. Path analysis has successfully identified the variables that directly and indirectly influenced students’ intention to use social networking.