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

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

Shu-Hui Chuang (Asia University, Taichung, Taiwan), Shinyi Lin (National Taichung University of Education, Taichung, Taiwan), Tin-Chang Chang (Asia University, Taichung, Taiwan) and Rattikorn Kaewmeesri (Asia University, Taichung, Taiwan)
Copyright: © 2017 |Pages: 21
DOI: 10.4018/IJTHI.2017010104


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.
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Theoretical Background And Hypothesis

Facebook in Subjected Territories

Facebook, meanwhile, intends to be a world player in social networking by committing to the internationalization, and it is fast becoming one of the leading social networks in Asian region. Facebook are increasing its users in Taiwan and Thailand, and being ranked as the top social network site in these two territories. Specifically, Taiwan is mainly influenced by Chinese and Japanese culture and it is a developed economy leading in technology use. According to Dong, Cheng, and Wu (2014), Taiwan has 55.1 percent of the population using related Facebook services. More importantly, Facebook is a foundation for many key industries in Taiwan such as e-commerce, telecommunications, tourism and finance. Thailand is witnessing an increase in social networking site adoption and the growth of social business models. For example, the Thai population uses Facebook for various purposes such as friendship, sharing, and advertising and selling (Waiyahong, 2014). Thus, Facebook is considered as a key social marketing in Thai market.

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