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Factors Affecting Intentionof Thai users to Continue using Facebook Application |
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| รหัสดีโอไอ | |
| Creator | Anek Apiwanthanan |
| Title | Factors Affecting Intentionof Thai users to Continue using Facebook Application |
| Publisher | MSMIS Thammasat University |
| Publication Year | 2568 |
| Journal Title | Journal of information systems in Business |
| Journal Vol. | 11 |
| Journal No. | 1 |
| Page no. | 6 |
| Keyword | The Unified of Acceptance and use of technology (UTAUT), APCO (Antecedent-Privacy Concern-Outcome), Facebook, Privacy Concern |
| URL Website | http://www.jisb.tbs.tu.ac.th |
| ISSN | 3088-1692 |
| Abstract | The objective of this research is to study the factors affecting the intention to continuance usage of Facebook application. This is quantitative research and applies. The unified of acceptance and use of technology (UTAUT) and APCO (Antecedent-Privacy Concern-Outcome) framework to develop the research model. This research study with 185 participants who have experience in using Facebook application. The collected data shall be computed by statistical software to determine the relationships of factors from the above theory and framework. The research results show that privacy invasion experiences and privacy awareness directly affect privacy concern and indirectly affect perceived privacy risk. When users who have experience of invasion and lack of understanding in personal information will result in ignorance for protection against personal information in different ways. In addition, performance expectancy, effort expectancy and social influence directly affects intention to continuance usage of Facebook application. |
