An Integrated Approach to Understanding Young US Consumers’ Acceptance of Pinterest

Dizin Eklenmedi

Received: ● Accepted: ● Published:
DOI:10.15340/21473366311015●Pages:1-14

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Abstract

The present study has integrated the Theory of Planned Behavior, the Technology Acceptance Model, and the Uses and Gratifications theory to investigate why young US Internet users spend so much time using Pinterest – a new social networking service that can help you share images or videos, find ideas for all your projects and interests. A survey of 340 US college students shows that perceived enjoyment, ease of use, and subjective norm are three important predictors of young US consumers’ attitudes toward Pinterest, whereas their intent to use Pinterest is determined by perceived enjoyment, Pinterest attitudes, subjective norm, and perceived usefulness (p < .10). Their attitudes toward Pinterest and intent to use Pinterest explained a large portion of the variance in their actual use of Pinterest. The implications for academia and industry are discussed.

Keywords: Pinterest Use, Theory of Planned Behavior, Technology Acceptance Model, Uses and Gratifications, Consumer Behavior

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