An Empirical Study of Social Networking Behavior Using Theory of Reasoned Action

Abstract

One of the most important means of communication for young people today is social networking. This study explores social networking behavior using the Ajzen and Fishbein (1980) model of human behavior known as Theory of Reasoned Action (TRA). Specifically, findings reveal that both attitude toward social networking and “subjective norm” are positively associated with intention to use social networking (SN). In addition, intention influences use of social networking. The TRA model provides a strong fit with the overall data and can be used to predict and understand the usage of social networking in the target population.