Understanding social networking sites adoption in China: A comparison of pre-adoption and post-adoption

Prior experience is an important determinant factor of individual behavior. This paper developed a theoretical model to predict the adoption intention of pre-adopters and post-adopters on social networking sites based on the theory of planned behavior. Using data from online surveys of netizens in China, the proposed model was tested in the context of pre-adoption and post-adoption by using the Partial Least Squares (PLS) technique. Then, multi-groups analysis was explored to compare the difference between the two groups. The results show that attitude, subjective norm and perceived behavior control have significant effect on the adoption intention of pre-adopters and post-adopters, and there is no significant difference between the two groups. In addition, information, meeting new people, and conformity motivations have the same significant effect on both groups. However, entertainment motivation has a significant effect on pre-adopters but connecting with old friends has none; in contrast, connecting with old friends has significant effect on post-adopters while entertainment motivation has no significant effect.

► We develop a model to understand social networking sites adoption.
► We examine differences in pre-adoption and post-adoption intention models.
► Entertainment motivation has effect on pre-adopters but none on post-adopters.
► Connecting with old friends has effect on post-adopters but none on pre-adopters.