An empirical study of the factors affecting social network service use

Social network services are emerging as a promising IT-based business, with some services already being provided commercially such as Facebook, Cyworld and Xiaonei. However, it is not yet clear which potential audience groups will be key social network service participants. Moreover, the process showing how an individual actually decides to start using a social network service may be somewhat different from current web-based community services. Hence, the aims of this paper are twofold. First, we empirically examine how individual characteristics affect actual user acceptance of social network services. To examine these individual characteristics, we apply a Technology Acceptance Model (TAM) to construct an amended model that focuses on three individual differences: social identity, altruism and telepresence, and one perceived construct: the perceived encouragement, imported from psychology-based research. Next, we examine if the users’ perception to see a target social network service as human relationship-oriented service or as a task-oriented service could be a moderator between perceived constructs and actual use. As a result, we discover that the perceived encouragement and perceived orientation are significant constructs that affect actual use of social network services.