Moderating Effects of Gender in the Acceptance of Mobile SNS - Based on UTAUT Model

With the proliferation of Mobile SNS, understanding users' acceptance behavior has become an important issue for researchers and service providers. Relevant studies have focused on the relationship of different influence factors of acceptance, little research have been conducted to investigate the moderating effects of gender. This paper incorporates perceived enjoyment with UTAUT theory as research base model and investigates the difference between male and female users in the acceptance of Mobile SNS. Data collected from 359 respondents in China is analyzed. The analysis result shows that gender moderates the effects of Social Influence on Behavioral Intention and Facilitating Conditions on Use Behavior.