Indonesian Student Association in Thailand (PERMITHA)
Abstract
The aims of this study are twofold. First, empirically examine how individual characteristics affect actual user acceptance of facebook. To examine these individual characteristics, this study apply a Technology Acceptance Model (TAM) to construct an amended model that focuses on two individual differences: social identity and altruism as antecedent of user acceptance. Next, examine the role users’ perception on intention to reuse. The result show that altruism significantly effect on acceptance of “facebook” whereas social identity partially effect on “facebook” acceptance. Perceived usefulness and perceived ease of use effect on intention to reuse.
