摘要：This research looks at the perceived ease of use and usefulness of social media by
university students in the U.S. Also assessed was the students’ view of the technological
complexity of social networking (SN) media. Business students at a regional university were
surveyed using a measure of the concepts of perceived usefulness and ease of use of technology
for SN media such as Facebook and MySpace and asked about their intensity of use of it.
With regard to the ease of use and usefulness technology dimensions, more autonomous
students seemed to find the social networking platform more difficult to use. Higher perceived
ease of use led to higher perceived usefulness and ultimately greater intensity of use of the social
networking media. This research provides a preliminary foundation for understanding the use of
social networking media by those with stronger versus weaker sense of autonomy. This will help
in determining how this technology might be used more effectively in business applications.
关键词：Keywords: Technology Acceptance Model, Social Networking, Ease of Use
