This study investigates main and moderating factors that influence Millennials' intention to participate in a social networking community (SNC). The authors modified the unified theory of consumers' acceptance and use of technology (UTAUT2) to incorporate six main and two moderating factors to explain Millennials' SNC participation intention. By considering the implications of the unique characteristics of Millennials on their social networking behavior, the authors' model is better suited to answer what drives these tech-savvy individuals to participate in a SNC via such sites as Facebook. Specifically, the authors find that hedonic motivation, trust in technology, trust in community, and social influence are significant factors in influencing Millennials' SNC participation intention, with hedonic motivation being the most influential factor. In addition, gender and educational background moderate the main effects of these determinants in different manner. Theoretical and practical implications of these findings are discussed.

Document Type


Publication Date


Notes/Citation Information

Published in International Journal of Technology Diffusion, v. 10, issue 2.

Copyright © 2019, IGI Global

The copyright holder has granted the permission for posting the article here.

Digital Object Identifier (DOI)


Funding Information

This study was supported by a National Science Council NSC 99-2410-H-155-031 grant.