Structural Model of Factors Affecting the Use of Virtual Social Networks: The Mediating Role of Attitudes towards Virtual Social Networks

Subject Areas : Psychological Models and Methods

Soghra Ostovar ^{1 *} , Hossain Aflakifard ² , Roghayeh Ghorbani ³ , Mahboobeh Fouladchang ⁴

1 - Department of Psychology Education and Counseling, Farhangian University, Tehran, Iran
2 - Educational Department of Educational Sciences, Farhangian University, Tehran, Iran
3 - Department of Psychology Education and Counseling, Farhangian University, Tehran, Iran
4 - Department of Psychology, Faculty of Educational Sciences and Psychology, Shiraz University, Shiraz, Iran

Received: 2024-09-20 Accepted : 2025-02-25 Published : 2025-03-04

Keywords: Virtual social networks, Diversity and breadth, Easy information and communication, Trust in social networks,

Abstract :

Background and purpose: In recent years, virtual social networks have become increasingly popular among communication media. In this regard, the present study examines the causal model of factors affecting the use of virtual social networks through the mediation of attitudes toward virtual social networks.

Methods: This research was correlational in terms of method, using structural equation modeling. The statistical population of the research included all full-time undergraduate students of Farhangian University in Shiraz in the academic year 1402-1403. Among them using random cluster sampling method 221 students (137 female students and 74 students) were selected. The measurement tools were the Extent and Attitude Towards the Use of Social Networks Questionnaire and the Factors Affecting the Use of Virtual Social Networks Questionnaire.

Findings: Structural equation modeling analyzes supported the fit of the proposed model with the data. The results showed that the effective factors have a positive and significant effect on the amount of use of social networks and on the attitude towards social networks. And the attitude towards networks has a positive and significant effect on the amount of use of social networks. Also, the factors influencing the use of virtual networks positively and indirectly predict the amount of use of virtual networks through the mediation of attitudes towards networks.

Conclusion: In this study, an attempt was made to develop and test a suitable framework for understanding and explaining the factors influencing students' behavior in using virtual social networks, based on the technology acceptance model. Considering the confirmation of all predicted relationships in the model on the one hand and the appropriate amount of variance explained in the model on the other hand, it can be concluded that the technology acceptance model had acceptable effectiveness and efficiency in predicting and explaining the behavior and attitude of the studied students in using virtual social networks.

 

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