Factors Affecting the Adoption of Social Network: A Study of Facebook Users in Bangladesh

Abstract

This study is intended to identify the underlying motives of Bangladeshi people’s adoption of social networking sites (SNS) and to determine existing differences in these purposes in terms of their educational level, age and gender. A sample of two hundred students has been selected applying quota sampling. Personal face-to-face interview and electronic survey with structured, close-ended questionnaire having 34 questions placed under nine factors (Involvement, Usefulness, Usage, Trust, Convenience, Openness of Information, Making New Contact, Audience and Acceptability) and rated on five point Likert scale was used. Descriptive statistics, one-way ANOVA and independent sample t-test have been applied for data analysis. Results indicate that, Involvement, Usefulness and Convenience are the three most important and Trust is the least important factor affecting adoption. In terms of educational level and gender there is no significant difference in perception. However, perception regarding Involvement, Usefulness and Convenience differ significantly in terms of age.