The Effects of Social Influence on User Acceptance of Online Social Networks

With the proliferation of online social networks, understanding how and why individuals adopt and use these networks can help managers and marketers to design better methods and approaches toward engaging their users. The purpose of this study is to investigate the determinants of user acceptance of online social networks, with particular attention given to the effects of social influence. A research model was developed by incorporating two variables of social influence, subjective norm and critical mass, into an enhanced version of the Technology Acceptance Model, specifically to address issues related to online social networks. The model was empirically evaluated using survey data collected from 269 subjects about their perceptions of online social networks. The results reveal that both subjective norm and critical mass significantly affect perceived usefulness, which further affects users' usage intention, and perceived ease of use affects the usage intention indirectly through perceived usefulness. The implications of this study on theory and practice are discussed.