A Study of the Impact of Social Media Characteristics on Customer Adoption Intention of Social Media

DOI

10.2991/iaw-sc.2013.252How to use a DOI?

Keywords

social media; social media characteristics; adoption intention

Abstract

Recent research on the factors affecting customer adoption of social media has been conducted by many scholars, but no research can be found to be carried out from the perspective of social media characteristics. The purpose of this study is to fill this void. Our conceptual framework incorporates customer adoption intention as endogenous variable and social media characteristics (information openness, participation, interaction, sharing, and connectedness) as exogenous variables. According to the 624 samples surveyed online, we had a data analysis by running the software of AMOS 7.0 and SPSS 17.0. Our findings demonstrated that information openness, participation, interaction, sharing and connectedness positively affect customer adoption intention.

Copyright

© 2013, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yongbing Jiao
AU  - Jian Yang
AU  - Shanling Xu
PY  - 2013/10
DA  - 2013/10
TI  - A Study of the Impact of Social Media Characteristics on Customer Adoption Intention of Social Media
BT  - Proceedings of the 2013 International Academic Workshop on Social Science
PB  - Atlantis Press
SP  - 1095
EP  - 1099
SN  - 1951-6851
UR  - https://doi.org/10.2991/iaw-sc.2013.252
DO  - 10.2991/iaw-sc.2013.252
ID  - Jiao2013/10
ER  -