Chapter 7: Social Factors and Technology Acceptance

Title: Study of factors influencing the intention to use Facebook: case of university students in Bhutan

Author(s): Sonam Choden, Nagul Cooharojananone, Rajalida Lipikorn

Address: MIMIT Lab, Department of Mathematics and Computer Science, Faculty of Science, Chulalongkorn University, Thailand | MIMIT Lab, Department of Mathematics and Computer Science, Faculty of Science, Chulalongkorn University, Thailand | MIMIT Lab, Department of Mathematics and Computer Science, Faculty of Science, Chulalongkorn University, Thailand

Reference: Software, Knowledge, Information Management and Applications (SKIMA 2013) pp. 325 - 332

Abstract/Summary: This study tries to find out which factors influence the use of Facebook by the students from colleges and institutes in Bhutan. Four pre-determined factors are tested to find out the students' use of Facebook amongst this cohort. The study revealed that intention to use Facebook was strongly determined by the factor social enhancement followed by social interaction and entertainment value. Surprisingly the factor social influence is insignificant in determining the students' intention to use Facebook in Bhutan.

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