Adoption Of Virtual Social Networks: Expansion Of The Technology Acceptance Model By Integrating Trust And Perceived Risk

Abstract

The research aims to determine the level of adoption of virtual social networks in university students between 16 and 45 years of age in the Business Administration program at the Technical University of Oruro, taking into account their characteristics, specifically, trust and perceived risk towards them. The seven constructs identified from the selected model are: use of social networks, ease of use, perceived risk, trust, perceived usefulness, attitude, and intention to use. For the bibliometric analysis of these variables, it is determined that for the constructive use of social networks, the most prominent authors of papers regularly cited in works related to the term Use of Social Networks are Davis and Venkatesh. On the other hand, six of the ten hypotheses raised are accepted and it is determined that the factors that influence the use of social networks are: trust positively affects usefulness, attitude, ease; in addition, perceived usefulness affects the ease of use; ease of use affects user attitude, user attitude affects intention to use, and intention positively affects the use of social networks.