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SNSs usage among Chinese internet users: an empirical study.

Renren and Kaixin, which are Chinese versions of "Facebook", are the main Social Network Sites (SNSs) in China. Although many researchers have been exploring SNSs usage and have gained rich results, there are limited studies for the understanding of SNSs usage in China. In this present study, with 777 Chinese participants, we test variables influencing Chinese SNSs usage based on the technology acceptance model (TAM). Using structural equation modeling techniques, the empirical results confirm that the perceived ease of use significantly determines the perceived usefulness, which in turn influences SNSs use intensity. Meanwhile, the Internet self-efficacy could affect perceived ease of use and further determine SNSs use intensity indirectly. Overall, our results could be used to describe and predict SNSs usage among Chinese Internet users.