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Why do you adopt social networking sites?:Investigating the driving factors through structural equation modelling

机译：您为什么选择社交网站？：通过结构方程模型研究驱动因素

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Purpose - The purpose of this paper is to investigate those factors that are associated with the adoption of social networking sites from the perspective of Muslim users residing in Malaysia. Design/methodology/approach - A complete self-administered questionnaire was collected from 223 Muslim users of social networking sites in Malaysia. Both exploratory and confirmatory factor analyses were used to sort the significant items for the constructs and to check the validity. Structural equation modelling was applied in testing the hypotheses and the fitness of the proposed model. Findings - The results of full structural model attest that technological and social factors are the most significant factors behind the adoption of social networking sites. However, this is followed by an educational factor. Among Muslim users in Malaysia, the study does not find significant influence of brand or product communication behind this adoption. Originality/value - The paper investigates those factors that are considered inevitable in the adoption of social networking sites. Invaluable findings were offered in the form of a structural model for the stakeholders of social networking sties. These findings can be used in planning and making decisions that may benefit all parties associated with it.
机译：目的-本文的目的是从居住在马来西亚的穆斯林用户的角度调查与采用社交网站有关的因素。设计/方法/方法-从马来西亚的223个穆斯林社交网站用户中收集了完整的自我管理调查表。探索性和确认性因素分析均用于对构建体的重要项目进行排序并检查其有效性。结构方程模型用于检验假设和所提出模型的适用性。调查结果-完整结构模型的结果证明，技术和社会因素是采用社交网站背后的最重要因素。但是，这之后是教育因素。在马来西亚的穆斯林用户中，该研究并未发现这种采用背后的品牌或产品传播有重大影响。原创性/价值-本文调查了在采用社交网站时不可避免的那些因素。以结构模型的形式为社交网络利益相关者提供了宝贵的发现。这些发现可用于计划和制定可能使与之相关的各方受益的决策。

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