Human Computer Interaction


The social networking population continues to expand at a phenomenal pace. Nevertheless, the question of how anorganization gets people to spend long periods of time on a particular social networking website as well as return to itswebsite is becoming an increasingly important question. Is it technological sophistication of the website or the social aspectthat is most important? This study addresses both technological and social factors. We examine social network use byemploying a survey instrument to gather data about technological factors based upon the technology acceptance model andsocial factors collecting data on constructs representing social involvement and the sheer enjoyment of using the socialnetworking website. Results of our study suggest that users of social networks are more apt to frequently use a site basedupon social/enjoyment factors as opposed to technology related factors.