Applying uses and gratifications theory and social influence processes to understand students' pervasive adoption of social networking sites: Perspectives from the Americas |
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| Institution: | 1. Department of International Business Administration, Chinese Culture University, 55, Hwa-Kang Road, Yang-Ming-Shan, Taipei 11114, Taiwan;2. Department of Business Management, Tatung University, 40, Sec. 3, Zhongshan N. Rd., Taipei City 104, Taiwan;3. Department of Marketing and Distribution Management, Chien Hsin University of Science and Technology, 229, Jianxing Rd., Zhongli City, Taoyuan County 32097, Taiwan;1. Creative Future Research Laboratory, Electronics and Telecommunications Research Institute (ETRI), 291 Gajeong-ro, Yuseong-gu, Daejeon 305-700, South Korea;2. Department of Business and Technology Management, Korea Advanced Institute of Science and Technology (KAIST), 291 Daehak-ro, Yuseong-gu, Daejeon 305-701, South Korea;3. Department of Information Systems, Sunway University, No. 5 Jalan Universiti, Bandar Sunway, 47500, Selangor, Malaysia;1. National Chung Cheng University, Department of Information Management, 168, University Rd., Min-Hsiung, Chia-Yi, Taiwan, ROC;2. University of Hawaii at Manoa, Information Technology Management, 2404 Maile Way, Honolulu, HI 96822, USA;1. Universidad Pablo de Olavide, ES-41013, Seville, Spain;2. University of Bristol, Office 1D24, 12a Priory Road, Clifton, Bristol, BS8 1TU, United Kingdom |
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| Abstract: | This study provides nascent information on university students' needs to adopt social networking sites (SNSs) pervasively. The study drew from the uses and gratifications theory (UGT) and social influence (SI) processes framework. Relevant hypotheses were formulated to test the proposed research model. Data was collected in a survey of university undergraduates in four countries in the Americas (i.e., United States, Canada, Mexico, and Argentina). Data analysis using partial least squares (PLS) supported 8 out of the 10 hypotheses formulated. The SI process of internalization and identification, as well as UGT categories of self-discovery, entertainment value, social enhancement, and the need to maintain interpersonal connectivity through the construct of behavioral intentions, were found to have positive impacts on students' pervasive adoption of SNSs. The results also revealed that the cultural factor of individualism–collectivism had a positive impact on the pervasive adoption of SNSs, such that greater levels of engagement were observed for students from more individualistic cultures. |
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| Keywords: | Technology adoption Pervasive adoption Embedment Embracement Social networking sites Social influence processes Uses and gratifications theory National culture |
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