The Critical Success Factors of Professional Networking Sites’ Adoption by University Students

Abstract

In today's fast paced digital world, several professional networking sites have grown in quality that offer tremendous amount of knowledge which streamline professionals, entrepreneurs and students with the trending industry. The aim of this research is to analyze the critical success factors of professional networking sites adoption by university students in Malaysia using technology adoption model as a theoretical framework in which students behavioral intentions are assessed against several external factors that are in line with the study. A questionnaire survey was conducted with a sample size of 180 respondents, which was analyzed through SmartPLS structural equation modelling tool. The results showed that students’ attitude is the strongest predictor of behavioral intention to use professional networking sites, while self-efficacy, accessibility and subjective norm are the other external effecting factors on behavioral intentions respectively. In contrast, perceived ease of use and perceived usefulness have no direct effect on behavioral intention of students to use professional networking sites. The study makes a valuable contribution in the area of technology and media adoption which can be used as a guideline for organizations as well as for institutions to understand the critical success factors prior to launching a professional networking site specially for university students which is termed as millennials in the study.