PERCEPTIONS OF SOCIAL NETWORK USABILITY: IMPACTS OF PERCEIVED INTERACTIVITY AND TECHNOLOGY ACCEPTANCE

The technology acceptance model (TAM) has been tested within a variety technological contexts. This research aims to extend TAM in a social networking context. As Web 2.0 tools become more prevalent, it becomes more important to examine how and why users are accepting these new technologies. Thus, we develop and test a conceptual model based in part on TAM as well as on literature from the marketing area to gain an understanding of why individuals consider using Web 2.0 tools. Results suggest that the usability of a Web 2.0 tool is significantly impacted by perceptions of the degree of interactivity it enables, as well as by the perceived usefulness of the website as mediated through perceived attitudes toward the Web 2.0 tool.

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