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An Estimation of the Technology Acceptance Model and Usage Intensity on Online Social Networks: the Luiss Students Case Faculty of Economics Bachelor Degree in Economics and Business Dissertation in Marketing An estimation of the Technology Acceptance Model and Usage intensity on online social networks: the Luiss Students Case Tutor: Student: Professor Alberto Marcati Paola Iovino Student Number: 147971 Academic year 2010-2011 An Estimation of the Technology Acceptance Model and usage intensity on online social networks: the Luiss students case Dedication I dedicate this work to the following people since without their help and support, this would not be possible: to My Parents Tonino and Anita, who have constantly supported me, not only financially, but also morally; without them I would not be the person I am today and they have provided me with great opportunities to grow as a person and as a professional; to my Grandmothers Nonna Maria and Abuelita Aura, who taught me important values to become a person of integrity and supported me in all my decisions; to my sister Marianna, who has given me strength and happiness throughout all my life; to Vivi, who was my tennis partner since the age of six and practically grew up with me, I really appreciate her help in the revision of this thesis. I also dedicate this work to my closest friends: Blanquita, Muchi, Val, Manu, Silvi, Zonega, Kari, and Compa who have been supporting me every step of the way; and to Georginho, who encouraged me during my tennis and academic careers, I will never forget his encouraging words: “Porque tu mente no estarà fresca para entender lo que debas entender y dar lo que debas dar”. Finally, special thanks to Prof. Lia Zarantonello, who inspired my future decision of studying in the field of Marketing; to Prof. Alessandro Peluso, who help me with the empirical data; and last but not less important, to Prof. Alberto Marcati, who dedicated his time to follow my research from the beginning to the end. 2 An Estimation of the Technology Acceptance Model and usage intensity on online social networks: the Luiss students case “I have been motivated by overcoming challenge and overcoming the hurdles and obstacles that face me. There still is plenty out there to get motivated by” Andre Agassi 3 An Estimation of the Technology Acceptance Model and usage intensity on online social networks: the Luiss students case Table of Contents List of Tables ....................................................................................................................................... 6 List of Figures ..................................................................................................................................... 7 Abstract ................................................................................................................................................ 8 1. Introduction ....................................................................................................................... 10 1.1 Research Problem .................................................................................................................. 12 2. Online Social Networks................................................................................................. 13 2.1 Definition .................................................................................................... 15 2.2 History and Different types of Online Social Networks ............................. 16 Facebook .............................................................................................................................. 18 Orkut .................................................................................................................................... 19 Netlog ................................................................................................................................... 20 Twitter .................................................................................................................................. 20 MySpace .............................................................................................................................. 21 YouTube .............................................................................................................................. 22 LinkedIn .............................................................................................................................. 23 Flickr ..................................................................................................................................... 24 Foursquare ......................................................................................................................... 25 2.3 Importance of Social Network ............................................................... 25 3. Theoretical Framework ................................................................................................. 29 3.1 Technology Acceptance Model –TAM ........................................................ 29 3.2 Technology Acceptance Model 2 ................................................................ 31 4. Methodology .............................................................................................................................. 34 4.1 Variables, Scales and Hypothesis ................................................................ 34 4 An Estimation of the Technology Acceptance Model and usage intensity on online social networks: the Luiss students case Perceived Usefulness ...................................................................................................... 34 Perceived Ease of Use ..................................................................................................... 35 Subjective Norm ............................................................................................................... 35 Typology of Users ............................................................................................................ 36 Usage .................................................................................................................................... 39 Frequency ........................................................................................................................... 39 Stronger and Weaker Ties ............................................................................................ 40 Perceived Enjoyment ...................................................................................................... 41 Socio-Demographic ....................................................................................................... 42 4.2 Sample ......................................................................................................... 44 4.3 Method of Analysis ..................................................................................... 45 4.4 Results .......................................................................................................... 46 5. Conclusion and Limitations ................................................................................................. 69 References ........................................................................................................................................ 75 5 An Estimation of the Technology Acceptance Model and usage intensity on online social networks: the Luiss students case List of Tables Table 1: Typology of Users Table 2: Hypothesis Summary Table # 3: Total number of respondents by percentage according to items and scale of Perceived Usefulness Table #4: Total number of respondents by percentage according to items and scale of Perceived Ease of Use Table # 5: Total number of respondents by percentage according to items and scale of Subjective Norm Table #6: Total number of respondents by percentage according to the typology of users Table #7: Total number of respondents by percentage according to strong ties activities Table # 8: Total number of respondents by percentage according to weak ties activities Table # 9: Total number of respondents by percentage according to perceived enjoyment 6 An Estimation of the Technology Acceptance Model and usage intensity on online social networks: the Luiss students case List of Figures Figure 1: Evolution of Social Network Sites Figure 2: Reach of Social Networks by Site Region Figure 3: Reach of Social Network by market in Europe Figure 4: Technology Acceptance Model Figure 5: Technology Acceptance Model 2 7 An Estimation of the Technology Acceptance Model and usage intensity on online social networks: the Luiss students case Abstract In the last decade, information technology has evolved rapidly and it has become indispensable in today’s society. People are increasingly using information technologies for numerous purposes and they spend a great amount of time online. An example of these technologies is social networks, which have radically changed the way people communicate with one another, overcoming certain communication problems such as distance. However, there are still unanswered questions regarding the way people adopt and use these systems. Although, online social networks are not a new phenomenon, they have gained popularity in recent years. Organizations are integrating this new technology into their marketing strategies; nevertheless, this can only be achieved if organizations truly understand the features and value of this technology and the positive outcomes it can generate. This dissertation will address two issues. The first issue examines the adoption of online social networks by using
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