With the proliferation of online social networks, understanding how and why individuals adopt and use online social networks can help managers and marketers to design better methods and approaches towards engaging users of these kinds of networks. The purpose of this study is to investigate the determinants of user acceptance of online social networks, with particular attention given to a research model incorporating the variables of privacy concern and social influence into the Technology Acceptance Model (TAM). The enhanced model, tailored to the unique characteristics of online social networks, will be tested via a survey study.
Qin, Li; Kim, Yongbeom; Tan, Xin; and Hsu, Jeffrey, "The Effects of Privacy Concern and Social Influence on User Acceptance of Online Social Networks" (2009). AMCIS 2009 Proceedings. 321.