Social Networking Site Adoption in Malaysia and Indonesia

Jaafar, Noor Ismawati and Darmawan, Bobby and Ariffin, Mohd Yahya Mohamed (2018) Social Networking Site Adoption in Malaysia and Indonesia. Jurnal Komunikasi: Malaysian Journal of Communication, 34 (1). pp. 115-134. ISSN 2289-1528, DOI

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This study employed the Model of Technology Preference (MTP) to investigate the antecedents of behaviour intention to adopt Social Networking Site (SNS) for communication after considering individual’s preference factor. This study used quantitative approach where surveys were conducted in Malaysia and Indonesia. Self-administered questionnaires were distributed to SNS users in big cities of both countries that lead to a total of 1037 valid responses. The data were analysed using Structural Equation Model (SEM) to measure model fit and to conduct structural modelling. The results in general support that Attribute-Based Preference (ATRP) significantly affects Attitude-Based Preference (ATTP), which also mediates that effect with Behaviour Intention (BI) of using SNS. Nonetheless, the findings from the two countries vary with regard to the attributes that affect the ATTP and the effect of ATTP on BI and Attitude (ATT) towards SNS. Malaysians tend to use SNS for communication due to the availability of options for their preferred technology. This could be explained by the higher pragmatic and masculinity index of the Malaysian culture, which they tend to exhibit in their actions. In contrary, Indonesians tend to defer using the SNS and create another level of attitude before the actual usage.

Item Type: Article
Uncontrolled Keywords: Adoption; Perceived enjoyment; Social networking site; Social presence; Technology preference
Subjects: Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: Faculty of Business and Economics > Dept of Operations and Management Information Systems
Depositing User: Ms. Juhaida Abd Rahim
Date Deposited: 05 Aug 2019 06:25
Last Modified: 05 Aug 2019 06:25

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