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The rise of social networking sites: An empirical investigation applying demographic differences and the technology acceptance model

Mishal Naqvi (School of Business, Sichuan University, Chengdu, China)
Shan Li (School of Business, Sichuan University, Chengdu, China)
Yushi Jiang (School of Economics and Management, Southwest Jiaotong University, Chengdu, China)
Muhammad Hasnain Abbas Naqvi (Southwest Jiaotong University, Chengdu, China)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 29 August 2019

Issue publication date: 6 January 2020

Abstract

Purpose

The purpose of this paper is to investigate the impact of the technology acceptance model, privacy concerns and demographic factors on intention to use (ITU) social networking sites (SNSs).

Design/methodology/approach

A questionnaire survey was developed and administered to a convenience sample of 838 university students.

Findings

The findings indicate that perceived privacy, demographic factors and perceived usefulness (PU) have a significant effect on the ITU SNSs, and that age does not moderate the relationship between perceived ease-of-use and PU.

Originality/value

This study confirms the growing importance of SNSs. It also provides social networking service providers with insights into user intentions towards such networks.

Keywords

Acknowledgements

Conflicts of interest: The authors declare no conflict of interest. The authors gratefully acknowledge the support provided by the NSFC (71702119), Humanities and Social Science Projects of Ministry of Education (No. 17YJC630065), National Natural Science Foundation of China (No. 71572156), Sichuan Wine Development Research Center (CJZB18-02), Sichuan Circular Economy Research Center (XHJJ-1815) and the Humanity and Social Science Youth foundation of ministry of Education China (19YJC860033) and Southwest Jiaotong University “One Belt and Road” research task project (268YDYLZ01).

Citation

Naqvi, M., Li, S., Jiang, Y. and Naqvi, M.H.A. (2020), "The rise of social networking sites: An empirical investigation applying demographic differences and the technology acceptance model", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 1, pp. 232-252. https://doi.org/10.1108/APJML-01-2019-0029

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited