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By Claus-Peter H. Ernst

Based on a number of surveys, the current ebook offers priceless insights into the standards using Social community website utilization habit for either practitioners and lecturers. through empirically comparing a number of effect components, it contributes to the present physique of information on Social community web site utilization habit and offers a number of sensible implications for Social community web site provider prone, advertisers, etc.

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Bonds-Raacke, J. and Raacke, J. (2010): Myspace and facebook: Identifying dimensions of uses and gratifications for friend networking sites. Individual Differences Research, 8 (1), pp. 27-33. M. B. (2007): Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13 (1), pp. 210-230. P. J. (1977): The intrinsic-extrinsic dichotomy: Toward conceptual clarity. Academy of Management Review, 2 (3), pp. 496-500. M. (2001): Structural equation modeling with amos: Basic concepts, applications, and programming.

Behavioral Intention to Use “[Behavioral] Intentions … capture the motivational factors that influence a [person’s] behavior; they are indications of how hard people are willing to try, of how much of an effort they are planning to exert, in order to perform the behavior” (Ajzen, 1991, p. 181). Perceived Ease of Use “[T]he degree to which a person believes that using a particular system would be free of effort” (Davis, 1989, p. 320). Perceived Usefulness “[T]he degree to which a person believes that using a particular system would enhance his or her job [and task] performance” (Davis, 1989, p.

1111-1132. W. (1978): Life events, social supports, and psychiatric symptoms: A reanalysis of the new haven data. Journal of Health and Social Behavior, 19 (2), pp. 230234. , Pfeiffer, J. and Rothlauf, F. (2013a): Hedonic and utilitarian motivations of social network site adoption. Johannes Gutenberg University Mainz: Working Papers in Information Systems and Business Administration. Fornell, C. F. (1981): Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), pp.

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