ruchi Dixit - Academia.edu (original) (raw)
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Papers by ruchi Dixit
Paradigm, 2018
This article intends to empirically test and analyse Social Networking Sites (SNS) usage pattern ... more This article intends to empirically test and analyse Social Networking Sites (SNS) usage pattern applying Technology Acceptance Model (TAM) and predict user’s intention to use SNS. This information would help in understanding better its remarkable marketing potential in India to practice and to create user value. The researchers explored intentions to use SNS using Davis (1985) TAM in Indian context and applied confirmatory factor analysis using structural equation modelling (SEM) technique to check the model fitness. To commensurate this, a survey was carried out through a well-structured questionnaire of 172 respondents of North India, particularly from western UP covering different age groups, income level, educational background and professions. To explore the degree of fitness of TAM factors in SNS, six hypotheses were formulated and tested, where four were accepted and two were rejected. Findings revealed that the TAM fits with the data to interpret and analyse intentions to u...
Paradigm, 2018
This article intends to empirically test and analyse Social Networking Sites (SNS) usage pattern ... more This article intends to empirically test and analyse Social Networking Sites (SNS) usage pattern applying Technology Acceptance Model (TAM) and predict user’s intention to use SNS. This information would help in understanding better its remarkable marketing potential in India to practice and to create user value. The researchers explored intentions to use SNS using Davis (1985) TAM in Indian context and applied confirmatory factor analysis using structural equation modelling (SEM) technique to check the model fitness. To commensurate this, a survey was carried out through a well-structured questionnaire of 172 respondents of North India, particularly from western UP covering different age groups, income level, educational background and professions. To explore the degree of fitness of TAM factors in SNS, six hypotheses were formulated and tested, where four were accepted and two were rejected. Findings revealed that the TAM fits with the data to interpret and analyse intentions to u...