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Behavioral Intention of Using Social Networking Site: A Comparative Study of Taiwanese and Thai Facebook Users

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  • Shu-Hui Chuang

    (Asia University, Taichung, Taiwan)

  • Shinyi Lin

    (National Taichung University of Education, Taichung, Taiwan)

  • Tin-Chang Chang

    (Asia University, Taichung, Taiwan)

  • Rattikorn Kaewmeesri

    (Asia University, Taichung, Taiwan)

Abstract

Although major contributions are being made by Social Networking Sites (SNS) in communications and e-commerce, very little attention has been given to its implementation. This study contributes to technology and human interaction domain by (1) extending the technology acceptance model (TAM), personality trait and telepresence in developing a comparative mode based on the behavioral intention, (2) testing the model with Partial Least Square (PLS) using Facebook user's data; and (3) comparing result across a developed (Taiwan) and an emerging (Thailand) economy. Results indicate TAM was to fit to test the behavioral intention model in these two economies. The findings support for the telepresence, perceived usefulness, and perceived ease of use, attitude and behavioral intention; however, the effect levels are different in these two countries (Taiwan vs. Thailand). In addition, only extraversion, conscientiousness, agreeableness, and neuroticism of the big-five personality have been discussed.

Suggested Citation

  • Shu-Hui Chuang & Shinyi Lin & Tin-Chang Chang & Rattikorn Kaewmeesri, 2017. "Behavioral Intention of Using Social Networking Site: A Comparative Study of Taiwanese and Thai Facebook Users," International Journal of Technology and Human Interaction (IJTHI), IGI Global, vol. 13(1), pages 61-81, January.
    • Handle: RePEc:igg:jthi00:v:13:y:2017:i:1:p:61-81
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    Cited by:

    1. Mohammed Habes & Mokhtar Elareshi & Ahmed Mansoori & Saadia Pasha & Said A. Salloum & Waleed Mugahed Al-Rahmi, 2023. "Factors Indicating Media Dependency and Online Misinformation Sharing in Jordan," Sustainability, MDPI, vol. 15(2), pages 1-15, January.

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