Related Experiment Video
Updated: Aug 1, 2025

Usability Evaluation of Augmented Reality: A Neuro-Information-Systems Study
Published on: November 30, 2022
Entrepreneurship on Social Networking Sites: The Roles of Attitude and Perceived Usefulness
Giovanni Di Stefano1, Stefano Ruggieri2, Rubinia Celeste Bonfanti1
1Department of Psychology, Educational Science and Human Movement, University of Palermo, 90128 Palermo, Italy.
Background:
Social media platforms are a significant growth opportunity for enterprises, especially for microenterprises, due to the possibility of establishing direct contact with their customers. We investigate the psychological reasons that drive entrepreneurs towards the use of social networking sites (SNSs) for their business, following two important social psychology theories: the theory of planned behaviour and the technology acceptance model. We also tested for two personality traits: openness to experience and dominance.
Methods:
Data were acquired by examining 325 microentrepreneurs who decided to use either SNSs or traditional sales methods for their businesses.
Results And Conclusions:
Our results confirm that of all the behavioural antecedents tested, perceived usefulness and attitude towards SNSs' effect on business proved to be the best predictors of the intention to use (or continue using) SNSs for business activity. Implications and suggestions for future research are also discussed.
More Related Videos
Related Concept Videos
Social Exchange Theory
Routes of Persuasion
Social Proof
The Sense of Self: Reflected Self-Appraisal and Social Comparison
Self-Presentation: Self-Monitoring and Self-Handicapping
Self-Evaluation: Self-Enhancement and Self-Verification

