Social media platforms offer significant growth opportunities for enterprises, particularly microenterprises, due to the chance to establish direct contact with customers. Drawing on the Technology-Acceptance Model (TAM), in the present study, we investigate the psychological reasons that lead microentrepreneurs to use Social Networking Sites (SNSs) for their business. In doing so, we also extend TAM by taking into account entrepreneurs' personalities (e.g., extraversion and openness to experience) and their perceived risk. We collected data by examining 247 microentrepreneurs engaged in the production of handmade objects. Our results confirm that of all the TAM behavioral antecedents tested, perceived usefulness and attitude toward SNSs' usage for business proved to be the best predictors of the intention to use SNSs for business activity. The results also indicate that extraversion, openness to experience, and perceived risk, as external factors, significantly affect the TAM constructs. We discuss implications and suggestions for future research.
Keywords: attitude; entrepreneurship; perceived risk; perceived usefulness; personality; social networking sites; technology-acceptance model.