Pillai, Anandan; Mukherjee, Jaydeep - In: Journal of Indian Business Research 3 (2011) 3, pp. 180-191
Purpose – The technology acceptance model (TAM) was developed by Davies et al. to understand the utilitarian benefits of web sites. In recent times, scholars have extended TAM as theoretical underpinning to understand user acceptance of social networking web sites (SNWs) that were hedonic in...