FACTORS INFLUENCING INTENTION TO USE FACEBOOK: CASE OF UNIVERSITY STUDENTS IN BHUTAN

Abstract

This study tries to find out which factors influence the use of Facebook by the students from colleges and institutes in Bhutan. Four pre-determined factors such as Social Influence, Social Interaction, Social Enhancement and Entertainment Value are tested to find out the students' use of Facebook amongst this cohort. We used an online questionnaire to conduct empirical research, and collected and analyzed the samples of 350 and revealed that Intention to use Facebook was strongly determined by the factor Social Enhancement followed by Social Interaction and Entertainment value. Surprisingly the factor Social Influence is insignificant in determining the students’ Intention to use Facebook in Bhutan. This work also ran clustering analysis by gender, which found notable difference in factor Social Influence between male and female. Social Influence is an important factor affecting Intention to use Facebook for female but not for male. Therefore, the findings suggest that gender differences also produce different significant level in Intention to use Facebook in Bhutan.