Jan, Muhammad Tahir
(2017)
Why do you adopt social
networking sites? Investigating the driving factors through
structural equation modelling.
Interactive Technology and Smart Education, 14 (4).
pp. 266-278.
ISSN 1741-5659
E-ISSN 1758-8510
Abstract
Purpose – The purpose of this paper is to investigate those factors that are associated with the adoption of
social networking sites from the perspective of Muslimusers residing in Malaysia.
Design/methodology/approach – A complete self-administered questionnaire was collected from 223
Muslim users of social networking sites in Malaysia. Both exploratory and confirmatory factor analyses were
used to sort the significant items for the constructs and to check the validity. Structural equation modelling
was applied in testing the hypotheses and the fitness of the proposed model.
Findings – The results of full structural model attest that technological and social factors are the most
significant factors behind the adoption of social networking sites. However, this is followed by an educational
factor. Among Muslim users in Malaysia, the study does not find significant influence of brand or product
communication behind this adoption.
Originality/value – The paper investigates those factors that are considered inevitable in the adoption of
social networking sites. Invaluable findings were offered in the form of a structural model for the stakeholders
of social networking sties. These findings can be used in planning and making decisions that may benefit all
parties associated with it.
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