Consumer adoption of social networking sites: implications for theory and practice

@inproceedings{LorenzoRomero2011ConsumerAO,
  title={Consumer adoption of social networking sites: implications for theory and practice},
  author={Carlota Lorenzo-Romero and Efthymios Constantinides and Mar{\'i}a-del-Carmen Alarc{\'o}n-del-Amo},
  year={2011}
}
Purpose – The purpose of this paper is to study factors affecting the acceptance of social networking sites (SNS), analyze users' practices and behavior in these environments and assess the degree of acceptance of SNS in The Netherlands. Design/methodology/approach – An extended technology acceptance model (TAM) was used to analyze the factors influencing the level of acceptance and use of SNS applying a structural equation modeling technique. Data were collected by means of an online… CONTINUE READING

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