Analyzing Factors Affecting Users' Behavior Intention to Use Social Media: Twitter Case

Abstract

Advancement of technology and the Internet proliferation have visible effects in the world. One of the most important effects is the increased social media usage among the Internet users. For this purpose, factors having impacts on users’ behavior intention to social media usage are investigated within the scope of the study. A research model based on technology acceptance model 2 is proposed and revised by the taking social media platforms into consideration. The effects of perceived ease of use, perceived usefulness, social influence, facilitating conditions, playfulness, and trust are measured. Data collected from 462 respondents are analyzed by structural equation modeling technique. According to results of the measurement and structural model validities, a fit and acceptable model is achieved to measure the related effects of variables. The results of study reveal the both direct and indirect positive impacts of the factors on users’ behavior intention to use social media.