— The current study investigates the relationship between factors influencing Facebook usage and overall rates of Facebook persistence. The study is conducted using Davis’s Technology Acceptance Model (TAM) (1989)—a well-known theory for assessing the adoption of new technologies. The study evaluates four hypotheses: 1) Does Facebook self-efficacy affect perceived ease of use? 2) Do Facebook self-efficacy and perceived ease of use affect perceived usefulness? 3) Do Facebook self-efficacy, perceived ease of use, and perceived usefulness affect perceived enjoyment? 4) Do Facebook self-efficacy, perceived ease of use, perceived usefulness, and perceived enjoyment affect Facebook persistence? The study was conducted via a web-based survey that was completed by 237 university students. The following measurement instruments were used in the study: Eastin and Larose’s (2000) instrument was applied to the category of Facebook self-efficacy, Davis’s (1989) instrument was applied to the categories of perceived ease of use and perceived usefulness, Wei and Zhang’s (2008) instrument was applied to the category of perceived enjoyment, and Taylor and Todd’s (1995) instrument was applied to the category of Facebook persistence. In the study results, the following relationships were all found to be significant: Facebook self-efficacy affected perceived ease of use; Facebook self-efficacy and perceived ease of use affected perceived usefulness; Facebook self-efficacy, perceived ease of use, and perceived usefulness affected perceived enjoyment; and Facebook self-efficacy, perceived ease of use, and perceived enjoyment affected Facebook persistence. The only relationship that did not present a statistically significant correlation was that between perceived usefulness and Facebook persistence. The research results suggest that perceived ease of use and perceived enjoyment should be improved to increase Facebook persistence.
— Facebook, perceived ease of use, perceived usefulness, perceived enjoyment, Facebook self-efficacy, Facebook persistence.
Young Ju Joo, Eugene Lim, and Minyeong Lee are with Ewha Womans University, South Korea (e-mail: firstname.lastname@example.org, email@example.com, firstname.lastname@example.org).
Sunyoung Joung is with Kookmin University, South Korea (e-mail: email@example.com).
Cite: 105, " Analysis of Factors Influencing Facebook Persistence," International Journal of Innovation, Management and Technology vol. 6, no. 2, pp. 105-108, 2015.