The Effect of Facilitating Conditions and Social Effects on the Willingness to Use Social Networking Sites in Small Guest Houses in Iran

Most businesses have begun using social networks as a way to help connect employees and customers to obtain information and help. Businesses use social networking services to support their products or customer service as a new trend. The aim of this study was to investigate the effect of facilitator conditions and social impacts on the tendency to use social networking sites in small guesthouses in Iran. The statistical population of this study according to Cochran formula is ۲۷۰ managers of inn as an example to answer the questionnaire. In this study, a standard questionnaire was used to collect the required data. Cronbach's alpha was used to assess the reliability of the questionnaire and the results showed that its value was ۰.۸۳۲ and this indicates the reliability of the questionnaire. Structural equation modeling method is used to analyze the data. The results indicate that facilitator conditions and social effects have a positive and significant effect on the tendency to use social networking sites in small guesthouses of Iran. Inns should take advantage of these opportunities and achieve greater profitability by influencing customers' behaviors and attitudes.

Keywords:

Facilitating Conditions , Social Effects , Social Networking Sites , Small Guesthouses , Social Network , Structural Equation Modeling.