Expressive participation in Internet social movements: Testing the moderating effect of technology readiness and sex on student SNS use

An understanding of students' use of social networking sites (SNS) for expressive participation in Internet Social Movements (ISMs) is absent in the literature on the social psychology of student social networking behavior. Using the Unified Theory of Acceptance and Use of Technology (UTAUT) as a theoretical framework and survey data collected from 214 students in Spain, we empirically test the UTAUT theory in this context. Our results confirm that effort expectancy, social influence, and performance expectancy significantly affect students' intentions to use SNS for expressive participation in Internet social movements. We also test the moderating effect of students' sex and Technology Readiness (TR) on these UTAUT relationships. Our results show that the intention to use SNS is strongly influenced by effort expectancy for female students and students with self-reported low-levels of technology readiness. For male students and students with self-reportinghigh-levels of technology readiness, the relationship is strongly influenced by social influence. The implications of our findings for theory and practice are discussed. (C) 2013 Elsevier Ltd. All rights reserved.