Social networking sites model among Saudi university students: The technology acceptance model perspective

Abstract

Social networking sites (SNS) have been growing to be an increasingly major instrument for young people to work with their peers. Despite social networking sites rapid acceptance in universities around the world, the studies on the adoption of social networking sites for students are not yet fully discussed in the Kingdom of Saudi Arabia. This study highlighted on the adoption factors of social networking sites among Saudi university students from the technology acceptance model perspective. This study used the quantitative approach and conducted a survey among Saudi university students through an online survey. It was conducted through an online survey of 225 Saudi university students who used social networking sites. In addition, it showed that perceived usefulness, perceived ease of use, perceived enjoyment, perceived privacy, and attitude toward the use of social network sites were statistically significant and could affect the adoption of social networking sites among Saudi university students. The results of this study found that perceived enjoyment factor has the most significant effect on the adoption of social networking sites.