Factors that Influencing Tertiary Students’ Trust in Facebook’s Social Networking Services in Malaysia: A Structural Equation Modelling Approach
Social networking services (SNS) is a platform that undertakings as a connector among individuals in this digital era, in particular between family, friends, and colleagues. This study was conducted to determine the factors influencing users’ trust in social networking services (SNS) of Facebook and construct the structural of inter-relations between the factors influencing users’ trust in SNS of Facebook. Trust is a crucial factor to be considered when information is being disseminated. Genuine information that can resonate and relied upon audience is necessary. A conceptual model is developed with four factors such as effort expectancy, social influence, privacy concerns and perceived risks. Trust acts as a mediator and continuance intention as a dependent variable in the model. Data were collected from 770 tertiary students in public and private universities in Malaysia by using a structured questionnaire. The questionnaire was design in online form and distributed via online platform too. Convenient sampling method was adopted for data collection purposes. By using structural equation modelling (SEM), the findings revealed that there are three factors which are effort expectancy, social influence and perceived risks that significantly affected the users’ trust of Facebook. Besides, the factor, privacy concerns was significantly influencing the perceived risks of users. The continuance intention in Facebook utilization was significantly affected by users’ trust.
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