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Youths’ Social Media Adoption: Theoretical Model and Empirical Evidence

机译：青少年对社交媒体的采用：理论模型和经验证据

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摘要

Social media has become a major source of communication and collaboration between individuals and among groups. The current paper investigates the underlying motives of social media adoption. The research identifies various determinants such as perceived connectedness, perceived enjoyment, perceived usefulness and perceived ease of use as the major influencers of social media adoption intention. Using the sample from Saudi Arabia an online survey is conducted. Structural equation modeling has been used to test the proposed relationships. The results reveal that individuals’ perceived connectedness and perceived enjoyment act as stimuli for their social media adoption intention. Moreover, perceived ease of use and perceived usefulness mediate these stimuli and the individuals’ social media adoption intention. The paper concludes with the recommendations for the academicians and the social media designers/developers.
机译：社交媒体已成为个人之间以及群体之间进行交流与协作的主要来源。本文探讨了社交媒体采用的潜在动机。该研究确定了各种决定因素，例如感知的联系性，感知的享受，感知的有用性和感知的易用性，这些因素是社交媒体采用意图的主要影响因素。使用来自沙特阿拉伯的样本进行了在线调查。结构方程建模已用于测试建议的关系。结果表明，个人的感知连通性和感知享受对其社交媒体采用意图起到了刺激作用。此外，感知的易用性和感知的有用性介导了这些刺激和个人的社交媒体采用意图。本文最后为院士和社交媒体设计师/开发人员提供了建议。

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