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Adoption of social networking sites by Italian

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Abstract

Social networking sites (SNS) have becoming a mass phenomenon, positioning as one of the most popular online means of communication. So, they have appeared as new communication tools between people and organizations. Due to the growing importance of SNS and the many advantages offered to companies, the main objective of this research is to study the adoption and use of SNS by Italian users, on the basis of a technology acceptance model by adding the trust and perceived risk variables, as they are essential when uncertainty is present. Results support the positive relationships and influences between variables from an extended technology acceptance model. Some practical implications are exposed to explain the importance of the adoption of SNS by users for business sector.

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Notes

  1. Bentler (1995) suggests values >5.00 in Mardia’s Coefficient normalized estimate, which is a clear indicator of a non-normal distribution.

  2. If the PR5 item were eliminated, the ratio between the value of the Chi square and the number of degrees of freedom would be less than 3, but due to the loss of information, we have decided to keep it.

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Authors and Affiliations

  1. Faculty of Economics and Business, Autonomous University of Barcelona, Edifici B (B1-1052), 08193, Bellaterra (Cerdanyola del Vallés), Barcelona, Spain

    María-del-Carmen Alarcón-del-Amo

  2. Marketing Department, Faculty of Economics and Business, University of Castilla-La Mancha, Plaza de La Universidad, 1, 02071, Albacete, Spain

    Carlota Lorenzo-Romero

  3. Department of Economics and Business, University of Sassari & CRENoS, Muroni, 25, 07100, Sassari, SS, Italy

    Giacomo Del Chiappa

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  1. María-del-Carmen Alarcón-del-Amo
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  2. Carlota Lorenzo-Romero
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  3. Giacomo Del Chiappa
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Correspondence to María-del-Carmen Alarcón-del-Amo.

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Alarcón-del-Amo, MdC., Lorenzo-Romero, C. & Del Chiappa, G. Adoption of social networking sites by Italian. Inf Syst E-Bus Manage 12, 165–187 (2014). https://doi.org/10.1007/s10257-013-0215-2

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