An Exploration of Facebook.Com Adoption in Tunisia Using Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA)

This paper aims to examine empirically the factors that affect the adoption of Facebook by Tunisian students’. Technology acceptance model (TAM) and The Theory of Reasoned Action (TRA) as the base model in order to investigate the adoption of Facebook. The model employs snoop, news, perceived enjoyment, information receiving and self efficacy, in addition to perceived usefulness, perceived ease of use, attitude, social norm, and intention to use Facebook. A survey involving a total of 240 respondents is conducted and confirmatory factor analysis used to determine the measurement efficacies. Theoretically, this study confirms the applicability of the TAM model and TRA in predicting Facebook.com adoption by Tunisian students’. This study contributes to the validation of technology acceptance model outside of the Anglo-Saxon context, especially in developing country. From a practical perspective, this study results suggests important implications for companies aiming exploiting the marketing potentialities of Facebook because it is the most popular online social networking site among university students