Factors influencing the consumer adoption of Facebook: A two-country study of youth markets

Facebook and other social network sites (SNSs) are quickly becoming one of the most popular tools for social communication and marketing. The present research examined factors that affect consumers' self-disclosure and participation of commercial activities on Facebook across two markets. Drawing upon the social exchange model, the uses and gratification model, and the social identity model, a conceptual model was developed and estimated. The major independent variables included perceived convenience, self-presentation, enjoyment, perceived risk, and social influence. Focusing on youth consumers, the model was tested by using data collected in Hong Kong and Japan. Findings across these two markets reflect cross-market similarities and differences that are related to consumers' motivation of using Facebook. Both theoretical and practical implications were drawn from these findings.