The Acceptance of Social Network Services of Generation Y in Thailand

Abstract

This research is aimed to 1) study the relationship between the perceived usefulness in the use of social network services and the behaviour of Generation Y people in using social network services; 2) study the relationship between the perceived ease of use of social network services and the behaviour of Generation Y people in using social network services; 3) study the relationship between the subjective norms and the behaviour of Generation Y people in using social network services. The samples of this study are Generation Y of age between 20 - 35 years old who use social network services and live in Bangkok, Thailand. Data are collected by survey questionnaires from 400 respondents. Research results are analyzed with percentage and means. The Pearson Product Moment Correlation Coefficient is used to test relationship between variables. The results of the study showed that most of the samples are female, 20-25 years old, with Bachelor’s degree. Most of them are company employees who get a monthly salary of 10,001-20,000 baht. The respondents had perceived usefulness, perceived ease of use and subjective norms at a “high” level and behaviour in using social network service was at a “moderate” level. The test of hypotheses showed that perceived usefulness, perceived ease of use and subjective norms had positive correlation with the usage of social network service in significant level at 0.01



Author Information
Saranthorn Sasithanakornkaew, Kasetsart University,Thailand

Paper Information
Conference: GLOBAL2016
Stream: Media Studies

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