Using a Multi-Criteria Decision Making Approach for Assessing the Factors Affecting Social Network Sites Intention to Use

Maryam Salahshour, Halina Mohamed Dahlan, Noorminshah A.Iahad, Mehrbakhsh Nilashi, Othman Ibrahim


Since the emergence of the first Social Networking Site (SNS) as a new means of communicating with other people, much research has attempted to identify empirically and theoretically the characteristics, history, and impact on human relationships of both Social Networking Sites and their users. Users’ reasons for joining to Social Networking Sites is one of the research gap in the users’ behaviour studies that their focus are on users’ participations in Social Networking Site . This research aims to explore the factors that affect the intention to use in Social Networking Sites. Thus, our work aims to contribute to the literature by investigating the influential factors that cause the users adopt a SNS. Accordingly, we apply a Multi-Criteria Decision Making (MCDM) approach, fuzzy AHP, to evaluate the influential factors that cause the users adopt a SNS. Our findings show that the important factors influencing SNS users’ intention for general purpose are Trust, Security and Performance expectancy.


Fuzzy AHP, Social Networking Site, Adoption factors

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