Determinants of Online Social Business Network Usage Behavior - Applying the Technology Acceptance Model and Its Extensions
Theoretical frame of the study is the Technology Acceptance Model (TAM) and its extensions, most importantly the TAM2 model. Data has been collected via a Web Survey among users of LinkedIn and XING from January to April 2010. Of 541 initial responders 321 finished the questionnaire. Operationalization was tested using confirmatory factor analyses and causal hypotheses were evaluated by means of structural equation modeling. Core result is that the TAM2 model generally holds in the case of online social business network usage behavior, explaining 73% of the observed usage intention. This intention is most importantly driven by perceived usefulness, attitude towards usage and social norm, with the latter effecting both directly and indirectly over perceived usefulness.