This study employed the Model of Technology Preference (MTP) to investigate the antecedents of behaviour intention to adopt Social Networking Site (SNS) for communication after considering individual's preference factor. This study used quantitative approach where surveys were conducted in Malaysia and Indonesia. Self-administered questionnaires were distributed to SNS users in big cities of both countries that lead to a total of 1037 valid responses. The data were analysed using Structural Equation Model (SEM) to measure model fit and to conduct structural modelling. The results in general support that Attribute-Based Preference (ATRP) significantly affects Attitude-Based Preference (ATTP), which also mediates that effect with Behaviour Intention (BI) of using SNS. Nonetheless, the findings from the two countries vary with regard to the attributes that affect the ATTP and the effect of ATTP on BI and Attitude (ATT) towards SNS. Malaysians tend to use SNS for communication due to the availability of options for their preferred technology. This could be explained by the higher pragmatic and masculinity index of the Malaysian culture, which they tend to exhibit in their actions. In contrary, Indonesians tend to defer using the SNS and create another level of attitude before the actual usage.
This study employed the Model of Technology Preference (MTP) to explain the relationship of the variables as the antecedents of behavioral intention to adopt a social networking site (SNS) for communication. Selfadministered questionnaires were distributed to SNS account users using paper-based and web-based surveys that led to 514 valid responses. The data were analyzed using structural equation modeling (SEM). The results show that two out of three attributes of the attribute-based preference (ATRP) affect attitude-based preference (ATTP). The data support the hypotheses that perceived enjoyment and social presence are predictors of ATTP. In this study, the findings further indicated that ATTP has no relationship with the behavioral intention of using SNS, but it has a relationship with the attitude of using SNS. SNS development should provide features that ensure enjoyment and social presence for users to communicate instead of using the traditional face-to-face method of communication.
AbstrakKajian ini bertujuan untuk memahami dengan mendalam tentang pengalaman pengguna yang menggunakan jaringan jalinan sosial (SNS) untuk berkomunikasi. Temuramah secara mendalam telah dijalankan bersama 24 orang pengguna SNS yang merangkumi perbezaan maksima dari segi umur, jantina dan purata tempoh penggunaan SNS. Keputusan kajian menunjukkan bahawa pengguna SNS lebih cenderung untuk meneruskan penggunaan SNS walau pun mereka berupaya untuk mencapai komunikasi tradisional secara bersemuka (FtF) sebagai perantara untuk berinteraksi. Ada beberapa faktor seperti kesekataan, kurang persempadanan dan penjimatan masa yang memberi motivasi kepada pengguna SNS untuk terus menggunakan SNS sebagai perantara komunikasi. Dalam kajian ini, kehadiran sosial dapat digambarkan melalui berbagai aktiviti yang dijalankan oleh pengguna. Begitu juga dengan tanggapan keseronokan yang digambarkan melalui ciri-ciri seperti memberi dan bertukar maklumbalas ke atas catatan rakan dan menghantar mesej kepada rakan dan kenalan. Kata kunci: Komunikasi, bersemuka, temuramah mendalam, tanggapan keseronokan, jaringan jalinan sosial, kehadiran sosial UNDERSTANDING USERS' MOTIVATION TO CONTINUE USING SOCIAL NETWORKING SITES (SNS) AbstractThis study aimed to provide a deep understanding of users' experiences while using SNS for communication. In-depth interviews were conducted with 24 participants who were SNS users that covered the maximum variation in terms of age, gender and average duration of SNS usage. The results suggest that SNS users are likely to continue using SNS even though they can access the traditional FtF communication as a medium of interaction. There are a few factors such as ease, lack of boundaries and time savings that motivate SNS users to continue using them, such as medium of communication. In this study, social presence is reflected by the various activities conducted by the users. Similarly, perceived enjoyment is reflected by the features of providing and exchanging feedback on friends' postings and sending messages to their friends and contacts. Keywords: Communication, face-to-face, in-depth interviews, perceived enjoyment, social networking sites, social presenceJurnal Komunikasi Malaysian Journal of Communication Jilid 32 (2) 2016: 590-605 ___________________________________________________________________________ 591 INTRODUCTIONThe development of Web 2.0 applications has faciltiated a variety of methods to communicate among people. Web-based interaction is the most conceptualized interaction, because people feel the web is very interactive due to the nature of its accessibility and ease of navigation. There are 2.4 billion Internet users, with the number of users reflecting an 8% growth rate in developing countries (Index Mundi, 2012). Virtual communication now is conceptualized by online social networking. Facebook has succeeded in establishing itself as the most popular social networking site (SNS) in the world, with around 550 million monthly users, followed by Twitter (95,8 million) and MySpace (80,5 mill...
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