A Study to Understand Factors Affecting Social Network Usage

Öz

Users may join social networks (SNS) for many personal or professional purposes. While many individuals voluntarily join SNS, for some, this may also be a form of forced use. However, in both cases there are some factors that influence SNS use. This research uses Technology Acceptance Model and includes trust and satisfaction factors and the technical aspects of SNS. Data collected from university students by survey technique was analyzed. As a result; the research model has good fit indices, and the factors in the model have relationships of varying strengths and significance with each other. Trust in SNS positively affects the continuance intention to SNS. However, the relationship between trust in others and the continuance intention did not turn out as predicted. Informativeness affects both perceived usefulness and perceived enjoyment constructs in a positive and significant way. While interactivity significantly affects perceived usefulness, there is no significant relationship between it and perceived enjoyment. There are also positive and significant relationship between satisfaction, intention, perceived usefulness and perceived enjoyment.

Anahtar Kelimeler

• SNS
• Trust
• TAM

Sosyal Ağ Kullanımını Etkileyen Faktörleri Anlamaya Yönelik Bir Araştırma

Öz

Kullanıcılar sosyal ağlarda çeşitli kişisel veya personal amaçlarla yer alabilirler. Birçok birey sosyal ağlarda gönüllü kullanıcılar olarak yer alıp katılım gösterirken, kimi kullanıcıları zorlayan daha farklı durumlar olabilmektedir. İki tür katılım ve kullanım sürecini de etkileyen faktörler bulunmaktadır. Bu araştırma, Teknoloji Kabul Modeli’ni kullanmakta ancak buna tatmin, güven ve teknik bazı boyutları eklemektedir. Araştırmada üniversite öğrencilerinden anket tekniği ile toplanan veriler analiz edilmiştir. Sonuçlara göre araştırma modeli iyi bir uyum göstermektedir. Modelde yer alan faktörler birbirleriyle çeşitli güçlerde ilişkilere sahiptir. Sosyal ağlara yönelik kullanıcıların duyduğu güven, bu ağları kullanımı olumlu etkilerken; bu ağlarda yer alan diğer kullanıcılara olan güven beklendiğinin aksine olumsuz bir etkiye sahiptir. Bilgilendiriciliğin algılanan fayda ve algılanan haz üzerinde ise olumlu yönlü bir etkisi vardır. Bu ağların etkileşimli yapısını ön plana çıkaran kullanıcılar ise algılanan faydaları ön plana çıkarmaktadır. Ayrıca bu ağlardan alınan tatmin ile devamlılık niyeti, algılanan fayda ve algılanan haz arasında da olumlu ilişkiler elde edilmiştir.

Anahtar Kelimeler

• Sosyal ağlar
• Güven
• Teknoloji Kabul Modeli

Kaynakça

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