Can Social Role Theory Explain Gender Differences in Facebook Usage?

Social networking sites (SNS) such as Facebook are now a primary communications medium used to connect individuals and businesses worldwide. Businesses can profit by interacting with consumers through these platforms and therefore have a vested interest in consumers continued usage of SNS technologies. To date published research on SNS usage largely assumes males and females evaluate the sites in a similar manner. Drawing from social role theory, our study investigates the neglected context of gender differences using constructs that are theoretically and empirically linked to IT continuance. Our results confirm that gender differences exist. For the sample and context perceived risk and perceived enjoyment had a greater impact on Facebook continuance intention for males. Different antecedents, perceived usefulness, perceived ease of use, and reputation had a greater influence on Facebook continuance intention for females. The results support the assertions of Social Role Theory. Theoretical and practical contributions are discussed.

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