Chapter 7: Social Factors and Technology Acceptance

Title: Factors affecting users' attitude towards Facebook application in Bhutan

Author(s): Karma Dorji, Nagul Cooharojananone, Rajalida Lipikorn

Address: MIMIT Lab, Department of Mathematics and Computer Science, Faculty of Science, Chulalongkorn University, Thailand | MIMIT Lab, Department of Mathematics and Computer Science, Faculty of Science, Chulalongkorn University, Thailand | MIMIT Lab, Department of Mathematics and Computer Science, Faculty of Science, Chulalongkorn University, Thailand

Reference: Software, Knowledge, Information Management and Applications (SKIMA 2013) pp. 311 - 317

Abstract/Summary: The purpose of this paper is to study the factors which influence the user's attitude towards Facebook third party applications in Bhutan. The factors that we considered for our study are brand loyalty, social influence, self-benefit and social benefit. We conducted the survey and received 302 responses. The respondents were asked to answer the same question twice once before reading about the risk associated in information and privacy issues and once after the users read the story. We conducted regression analysis to test our hypothesis and found out that social influence plays an important role in affecting user's attitude towards Facebook applications.

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