Abstract: One of the most important means of communication for young people today is social networking. This study explores social networking behavior using the Ajzen and Fishbein (1980) model of human behavior known as Theory of Reasoned Action (TRA). Specifically, findings reveal that both attitude toward social networking and “subjective norm” are positively associated with intention to use SN. In addition, intention influences use of social networking. The TRA model provides a strong fit with the overall data and can be used to predict and understand the usage of social networking in the target population.

Keywords: factor analysis, social media, Social Networking, structural equation modeling, Theory of Reasoned Action, TRA

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Recommended Citation: Peslak, A., Ceccucci, W., Sendall, P. (2012). An Empirical Study of Social Networking Behavior Using Theory of Reasoned Action. Journal of Information Systems Applied Research, 5(3) pp 12-23. http://jisar.org/2012-5/ ISSN: 1946-1836. (A preliminary version appears in The Proceedings of CONISAR 2011)