Factors Underlying the Adoption of Social Network: A Study of Facebook Users in South Korea

Abstract

This paper examined the adoption and the uses of social network site (SNS) namely Facebook in South Korea.The aim of the study is to explore the factors contributing to the adoption and the uses of social network. Thepaper uses both qualitative and quantitative approaches for research methodology. The qualitative method is usedto gain insight into how consumers value social network by interviewing both users and non-users. Thirty-fivequestions were developed in the questionnaire based on the interview.Factor Analysis suggested nine characteristics of the adoption, namely involvement, usefulness, usage, trust,convenience, openness of information, audience, making contacts, and acceptability. A MANOVA test showedthat there were significant difference on the attributes of the adoption by gender and ages. ANOVA showed thatmales and females differed on their attitudes toward five attributes of the adoption: involvement, usefulness,usage, openness of information, and audience. It also showed that different ages of people differed on theirattitudes toward five attributes of the adoption: involvement, usefulness, usage, convenience, and openness ofinformation. The paper indicated that Korean consumers get involved, perceive usefulness, use, and accept socialnetwork as a part of their life styles. Marketing managers should be aware of the opportunities to utilize theusefulness of social network, which may provide an avenue for companies to reach their customers moreeffectively.