Adoption of social networking sites by Italian

Social networking sites (SNS) have becoming a mass phenomenon, positioning 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 study the adoption and use of SNS by Italian users, on the basis of a technology acceptance model by adding the trust and perceived risk variables, 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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