Mohammed Ashar Khan, Sapna Popli, Harsh Purohit, Asif Ali Syed
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Data collected from 623 undergraduate students across the country reflect that while variables like task-oriented usage, trust and pleasure influenced the attitude of users, privacy was not a concern for students in choosing to use online social networks. Perceived behavioural control directly impacts the intention to use such networks; however, subjective norms or influence of peers and family did not impact the behavioural intention of the students to choose online social networking sites. A better understanding of the factors influencing the attitude of these zoomers (Gen Z) provides a massive opportunity for brands as well as social networking platforms to be able to not only reach this population effectively but also plan efficient approaches for revenue generation. 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引用次数: 0
摘要
沙特阿拉伯人口年轻,互联网普及率高,用户在社交媒体上比以往任何时候都活跃。沙特阿拉伯近 44% 的在线社交网站用户年龄在 18-24 岁之间,也被称为 "zoomers "或 "Z 世代"。在这一年龄组中,大学生是使用在线社交网络最多的用户之一(Alaslani & Alandejani, 2020)。由于本研究的对象是沙特的本科生,因此我们在本文中将他们称为 "zoomers",因为他们属于同一年龄段。本研究采用了 "接受和使用技术统一理论"(Unified Theory of Acceptance and Use of Technology),以了解影响沙特阿拉伯变焦者对在线社交网络的认知、接受和使用的因素。从全国 623 名本科生那里收集的数据反映出,虽然任务导向型使用、信任和愉悦感等变量影响了用户的态度,但学生在选择使用在线社交网络时并不关心隐私问题。感知行为控制直接影响使用此类网络的意向;然而,主观规范或同伴和家庭的影响并不影响学生选择网络社交网站的行为意向。更好地了解影响这些变焦者(Z 世代)态度的因素,为品牌和社交网络平台提供了一个巨大的机会,使其不仅能够有效地接触到这些人群,还能规划出高效的创收方法。这也有助于学术界和政府机构通过探索与大学生选择和使用在线社交网络的行为意向相关的构建因素来了解大学生的行为。
Social Networking Intent of the Zoomers: Evidence from Saudi Arabia
With a young population and high internet penetration levels, Saudi Arabian users are more active than ever on social media. Close to 44% of Saudi Arabia’s users of online social networking sites are between the age of 18 and 24 years, also known as ‘zoomers’ or ‘Gen Z’. From this age group, students at the college level are one of the most prolific users of online social networks ( Alaslani & Alandejani, 2020 ). Since this study was conducted on Saudi undergraduate students, we will refer to them as zoomers in this article as they are from the same age group. The Unified Theory of Acceptance and Use of Technology was adapted for the study to understand factors that influence the perception, acceptance and usage of online social networks by zoomers in Saudi Arabia. Data collected from 623 undergraduate students across the country reflect that while variables like task-oriented usage, trust and pleasure influenced the attitude of users, privacy was not a concern for students in choosing to use online social networks. Perceived behavioural control directly impacts the intention to use such networks; however, subjective norms or influence of peers and family did not impact the behavioural intention of the students to choose online social networking sites. A better understanding of the factors influencing the attitude of these zoomers (Gen Z) provides a massive opportunity for brands as well as social networking platforms to be able to not only reach this population effectively but also plan efficient approaches for revenue generation. This can also help academicians and government entities understand the behaviour of college-going students by exploring the constructs related to their behavioural intention to choose and use online social networks.
期刊介绍:
Global Business Review is designed to be a forum for the wider dissemination of current management and business practice and research drawn from around the globe but with an emphasis on Asian and Indian perspectives. An important feature is its cross-cultural and comparative approach. Multidisciplinary in nature and with a strong practical orientation, this refereed journal publishes surveys relating to and report significant developments in management practice drawn from business/commerce, the public and the private sector, and non-profit organisations. The journal also publishes articles which provide practical insights on doing business in India/Asia from local and global and macro and micro perspectives.