Understanding the adoption behavior of SNSs from the perspective of relationship networks─A case study of college students on Facebook
Date Issued
2010
Date
2010
Author(s)
Tu, Bau-Min
Abstract
In recent years, the trend of social networking sites (SNSs), and the social relationships constructed or maintained within them, has gained increasing global attention from scholars of various fields. However, scholars of information management should further consider the following questions. As interpersonal interactions gradually turn from face-to-face situations to platforms within SNSs, how will it influence the reality of interpersonal interactions? As SNSs result in increased internet communities, how will it influence future societies and organizations? By probing into the reason that users develop virtual interpersonal relationships through SNSs, and the influence of users’ use of SNSs on reality, information management scholars will recognize the relationships between SNSs and internet communities.
Upon literature review, this study suggests that current researches on SNSs reveal two limitations in research methods. First, upon individual personality traits as independent variables, statistical analysis is conducted in order to determine how the factors influence the use of SNSs. However, the statistical analysis results are abstract and cannot indicate the “contexts” in which SNSs allow users to construct relationship networks. Secondly, research is based on sampling; however, the outcome of sampling cannot demonstrate the subjects’ actual relationship networks in SNSs. Therefore, upon relationship networks, this study treats one class, namely, an information management department of a college, as the subjects in order to probe into college students’ use of SNSs, where students’ interactions on Facebook are the observation target of online interactions.
This study probes into two research issues. The first issue is to determine the reason for user participation in internet communities through SNSs. In terms of theories, according to three technology adoption related theories, namely, media richness theory, technology acceptance model, and relationship networks, this study attempts to determine which theory reveals better explanation power for users’ use of SNS. The second issue is in regard to users’ changes in life style, based upon interpersonal relationship networks in reality and on virtual SNSs upon using SNSs. Upon this phenomenon, this research explores the differences between SNSs users’ relationship networks in reality, and on SNSs and the factors that comprise the difference. Regarding the first issue, falsificationism is adopted to test the theory; while for the second issue, relationship networks, analysis is based upon social network analysis and ethnography.
As to the first issue, this study demonstrates that among the three competing technology adoption related theories; “relationship networks” reveal better explanation power for users’ use of SNSs. The perspective of relationship networks does not aim to enhance media or the users’ personal recognition of technology use; instead, it emphasizes the influence on users’ selections of technology, according to overall network relationships, structure, and positions. Therefore, this study suggests that SNSs are tools to maintain or change relationship networks. College students will determine the use of SNSs according to their network positions and characteristics within a group.
Regarding the second issue, two interesting themes are discovered from subject analysis, namely, gender gap and limitations of peer groups. In addition, it demonstrates that Facebook enhances the development of relationship networks, as it is a “friendship catalyst” (media to trigger the construction of relationship networks) and a “friendship facilitator” (possible relationship networks among friends; however, they are restricted by certain environments). Thus, Facebook avoids obstacles and provides other communication channels.
Finally, this study indicates the implications of the theories, research methods, practices, and suggestions for future research directions.
Subjects
social network sites (SNSs)
Facebook
relationship networks
media richness theory
technology acceptance model (TAM)
falsificationism
social network analysis
ethnography
gender gaps
peer group
SDGs
Type
thesis
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