An empirical study of the social individual differences on mobile social network service use

Abstract

When developing and aiming to achieve success in the arena of mobile social network services, user behaviour is one of the key aspects for consideration. Nowadays, it is recognised that mobile social networks are fast, responsive technologies centred on facilitating mobile commerce. Our aim in this study to perform an empirical study to investigate the way in which social individual factors (gender, age and education) affect user acceptance in mobile social network services in the context of Saudi Arabia. In an attempt to achieve sound insight into the market of Saudi Arabia in relation to mobile commerce—which is recognised as being a very valuable sector—a survey was carried out targeting a sample of 363 participants in several cities across Saudi Arabia. As a result, social individual differences were discovered as having no significant statistical difference on mobile social network services.