The rise of social networking sites: An empirical investigation applying demographic differences and the technology acceptance model

The purpose of this paper is to investigate the impact of the technology acceptance model, privacy concerns and demographic factors on intention to use (ITU) social networking sites (SNSs).

A questionnaire survey was developed and administered to a convenience sample of 838 university students.

The findings indicate that perceived privacy, demographic factors and perceived usefulness (PU) have a significant effect on the ITU SNSs, and that age does not moderate the relationship between perceived ease-of-use and PU.

This study confirms the growing importance of SNSs. It also provides social networking service providers with insights into user intentions towards such networks.