Social influence or personal preference? Examining the determinants of usage intention across social media with different sociability

This study investigates the roles of social influence and personal preference in users’ social media adoption behavior, proposing sociability as a criterion to classify social media. The study examines the determinants of usage intention across social media with different levels of sociability. Findings from 118 low-sociability and 123 high-sociability social media users suggest that social influence factors are more important for high-sociability media users, while attitude has a stronger impact on intention for low-sociability media users.