THE AFFECTING FACTORS ON TECHNOLOGY ACCEPTANCE FOR FINDING FRIENDS ONLINE IN BANGKOK METROPOLITAN REGION

Abstract

The purposes of this research were to compare levels of technology acceptance using application A and B and to determine factors affecting behavior of using application A and B. Conceptual framework was based on Technology Acceptance Model (TAM) and network externality concept. Stratified random sampling technique was applied to select 460 application users to answer self-reported questionnaire. Data were analyzed by bivariate analysis and Linear Regression model analysis. Research findings revealed that the levels of technology acceptance in the use of application A were higher than those of the application B with statistical significance; and the influencing factors of the usage behaviors of the applications with statistical significance included perceived number of peers, perceived number of cross platform, perceived complementarity, perceived ease of use, perceived usefulness, perceived security, attitude towards technology, descriptive norm, injunctive norm, subjective norm, behavior intention and usage behavior. The results implicate that the technology acceptance in the use of the applications was influenced by perceived ease of use and perceived number of peers.