Social and Personal Dimensions as Predictors of Sustainable Intention to Use Facebook in Korea: An Empirical Analysis

The purpose of this research is to investigate the role of social and personal dimensions in predicting sustainable intention to use a social networking site (SNS). We propose and test an integrative SNS acceptance model based on the theory of planned behavior (TPB), the technology acceptance model (TAM), and the social influence theory. Included in the model are the attitudes toward the use of a SNS, the subjective norm, prevalence of information cascades, and the perceived behavioral control as antecedents of intention to use a SNS. An empirical analysis was conducted using data collected from a questionnaire survey with 228 college students in Korea, and it yielded the following findings. First, the two social dimensions, namely subjective norm and information cascade, were each found to have a significant positive relationship with behavioral intention to use a SNS. In particular, information cascades turned out to have a stronger impact than the remaining two antecedents to behavioral intention to use a SNS. Second, perceived usefulness and perceived ease of use were found to have a significant positive influence on the attitude toward SNS use