The author explored the factors that affect user's acceptance of Facebook by analyzing data provided in a survey of Facebook users (n = 346) using hypotheses based on the Technology Readiness and Acceptance Model (TRAM). In addition, he investigated the role of a revised TRAM on social capital building.
Results showed statistically significant support for the hypothesized model, indicating that positive and negative technology readiness (PTR and NTR) play an important role in the formation of perceived ease of use (PEOU), perceived usefulness (PU), and perceived playfulness (PP) as well as in generating the intention to continue using (ICU) Facebook and social capital building. However, NTR did not significantly affect PP.
The study also showed that ICU Facebook was mediated by users’ PEOU, PU, and PP, and that social capital building was mediated by ICU Facebook. Theoretical and practical implications and limitations are discussed.