Examining the Technology Acceptance Model in the Adoption of Social Ne tworks

Social networks allow users to build their own webpage and share information with other internet users. In the last years, multi-purpose social networks have appeared and been eagerly adopted by consumers and companies for multiple social, communication and marketing purposes. We focus on the determinants of adoption behavior of social networks. Notably, we examine the Technology Acceptance Model (TAM), a model specifically developed to explain adoption of information technologies, and test whether it can be used to explain consumers' use of Social Networks. Our results support the model and confirm that Perceived Usefulness and Perceived Ease of Use impact the attitude towards using Social Networks, leading to Intention to Use these tools.