Identifying the Factors Influencing Users’ Adoption of Social Networking Websites—A Study on Facebook

Neelotpaul Banerjee, Arit Kumar Dey

Abstract


Success of a social networking websites (SNSs) primarily depends on the speed of consumer adoption of these websites. In this context, this study aims to examine empirically the factors that influence the adoption of Facebook by internet users. Facebook is chosen for this study as it is the most popular online social networking site. A survey involving 214 respondents is conducted. This study applied the statistical technique of exploratory factor analysis and extracted three major factors. Confirmatory factor analysis is used to confirm the exploratory factor model by determining the goodness of fit between hypothesized model and sample data.


Full Text: PDF DOI: 10.5539/ijms.v5n6p109

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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