Factors influencing the consumer adoption of Facebook: A two-country study of youth markets
作者：
Highlights：
• Motivational factors influencing consumers' usage of Facebook were examined.
• Motivational factors of Chinese and Japanese Facebook users were compared.
• Enjoyment, self-presentation and perceived risks were more emphasis by Chinese users.
• Enjoyment, perceived risk and social influence were more emphasis by Japanese users.
• Trust and perceived control could reduce users' perceived privacy risk.
摘要
•Motivational factors influencing consumers' usage of Facebook were examined.•Motivational factors of Chinese and Japanese Facebook users were compared.•Enjoyment, self-presentation and perceived risks were more emphasis by Chinese users.•Enjoyment, perceived risk and social influence were more emphasis by Japanese users.•Trust and perceived control could reduce users' perceived privacy risk.
论文关键词：Social networking site,Self-disclosure,Referral behavior,Consumer motivation,Social influence,Perceived risk
论文评审过程：Received 15 October 2014, Revised 1 July 2015, Accepted 23 August 2015, Available online 10 September 2015, Version of Record 10 September 2015.
论文官网地址：https://doi.org/10.1016/j.chb.2015.08.024
