Social Networking Sites (SNS) have gone from being a specialized online activity to becoming a mass phenomenon. These applications are now positioned as one of the most popular online means of communication. So, they have appeared as new communication tools between people and organizations. Due to the growing importance of SNS and the many advantages offered to companies, the main objective of this research is to the adoption and use of SNS by Italian users taking account trust and perceived risk towards SNS, as they are essential when uncertainty is present. Results support the positive relationships and influences between variables from an Extended Technology Acceptance Model. Some practical implications are exposed to explain the importance of the adoption of SNS by users for business sector.
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|Titolo:||Why Social Networking Sites are Used by Italian People?|
|Data di pubblicazione:||2012|
|Appare nelle tipologie:||4.2 Abstract in Atti di convegno|