Analyzing the Impact of TAM2、Perceived Enjoyment and Trust on Intention to Use in Social Networking Websites

Social networking has been the way we communicate in 21st century now. Today, with the vigorous development of social networking, websites like Twitter、Plurk and Facebook which connect people with friend and other who work, study and live around them have been proven to be successful information systems with commercial potential either in marketing or customer relationship management(CRM). Moreover, evidences also proved that people who engage in social networking websites would more tend to purchase the products or service recommended. As a result, analyzing user’s intention to use has been a valuable issue, which means if we could unveil the elements which induce people participate in social networking websites, in the meanwhile, we could also figure out what kinds of service should be provided and make these websites more profitable.
During the past 20 years, although TAM(Technology Acceptance Model) has been a popular model in explaining intention to use on IS field, however, due to the lack of considering social media service、user’s perceived enjoyment from multimedia and the growing concern about privacy and security, it seems that TAM is no longer a suitable model and is necessary to be refined by extended constructs. Therefore, according to recent literature reviews, in this research we dedicate to combine three popular and gradually mature constructs — TAM2、perceived enjoyment and trust as an integrated model. By means of the integrated model, we not only expect a more extensive perspective upon social networking websites in academic field but also assist operators of social networking websites to see the whole picture and find out what there customers really need!