Volume : 1, Issue : 6, November - 2012

Consumer Behavior with Social Networking Sites

Vidya Rao, Ranjith P V, Lalitha Pradeep Pillai

Abstract :

Social networking sites (SNS’s) are built with the idea of traditional social networks connecting common interest users to build new acquaintances, keep in touch with familiar contacts, owse list of friends made and promote users personally and professionally. This study tested attributes of SNS’s as the target innovation and was conducted among Post graduate students connected to diverse SNS’s. The study was limited to top five SNS’s (as on 2012). Analytical techniques Principal Factor Analysis and Multiple Regression were used. Factor analysis revealed the constructs: relative advantage, complexity, and observability of SNS’s do not positively affect the attitude towards using the technology while the compatibility and trialability of SNS’s does positively affect the same. The study concluded that the attitude of the respondents towards SNS positively affects the intention to use the technology.