Social Networking Sites Shaping Behavior. (1st May 2016)

• Record Type: Journal Article
• Authors: Anjum, Maria; Rehman, Mariam; Waheed, Hajra; Kamran, Muhammad Asif
• Is Part Of: Anthropologist. Volume 24:Number 2(2016)
• Page Start: 497
• Page End: 508
• Publication Date: 2016-05-01
• Subjects: Technology Acceptance Model (TAM) -- User Behavior; Anthropology -- Periodicals; Physical anthropology -- Periodicals; 301
• DOI: 10.1080/09720073.2016.11892043
• Languages: English
• ISSNs: 0972-0073

Abstract

Abstract: User behaviors on Social Networking Sites (SNSs) are being studied largely in terms of intention touse. By employing Technology Adoption Model (TAM), the relation between user behavior and actual use of SNScan be investigated. To investigate the effect of characteristics associated with human behavior on the actual useof SNS by focusing on users having background in Computer Science, a framework was constructed by employingTAM along with external variables. Moreover, hypotheses were formed and evaluation was carried out by conductingstatistical analysis. The results concluded that social influence, perceived control and hedonism are the elementsfound to be positively associated with the SNS use. Additionally, the construct of disclosure was found to benegatively associated with the SNS use that represents user resistance for information sharing. It was also foundthat privacy is the only concern common in users having a background in computer science.