Moderating Effects of Gender in the Acceptance of Mobile SNS - Based on UTAUT Model

Author

Yong Guo

Author_Institution

Sch. of Inf. Technol., Jiangxi Univ. of Finance & Econ., Nanchang, China

fYear

2014

Firstpage

163

Lastpage

167

Abstract

With the proliferation of Mobile SNS, understanding users´ acceptance behavior has become an important issue for researchers and service providers. Relevant studies have focused on the relationship of different influence factors of acceptance, little research have been conducted to investigate the moderating effects of gender. This paper incorporates perceived enjoyment with UTAUT theory as research base model and investigates the difference between male and female users in the acceptance of Mobile SNS. Data collected from 359 respondents in China is analyzed. The analysis result shows that gender moderates the effects of Social Influence on Behavioral Intention and Facilitating Conditions on Use Behavior.

Keywords

mobile radio; social aspects of automation; social networking (online); UTAUT theory; behavioral intention; female user; gender moderation effect; male user; mobile SNS acceptance proliferation; mobile social networking service; Bismuth; Information systems; Information technology; Internet; Mobile communication; Mobile computing; Silicon; Mobile SNS; UTAUT; acceptance; gender; moderating effects;

fLanguage

English

Publisher

ieee

Conference_Titel

Management of e-Commerce and e-Government (ICMeCG), 2014 International Conference on

Type

conf

DOI

10.1109/ICMeCG.2014.41

Filename

7046910