Between the Profiles: Another such Bias. Technology Acceptance Studies on Social Network Services

  • Katsiaryna S. BaranEmail author
  • Wolfgang G. Stock
Conference paper
Part of the Communications in Computer and Information Science book series (CCIS, volume 529)


Unfortunately, social science surveys are often confronted with biases. Due to network effects, on network markets, e.g. on markets of Social Network Services (as Facebook), only one company, the “standard,” dominates a local (or even the global) market. Common models of evaluation and acceptance of information systems (as variants of the Technology Acceptance Model, TAM) capture systems’ quality on dimensions of perceived ease of use, perceived usefulness, trust, and fun. In an empirical investigation on different user groups, we found that the users were not able to present unbiased quality estimations of “their” standard system and other, non-standard systems. They were captured in their standard, leading to the conception of the “standard-dependent user blindness” (SDUB). So users’ quality statements on information systems on network markets are a highly vulnerable area of surveys.


Technology acceptance model (TAM) Social network service (SNS) Survey Bias Standard-dependent user blindness (SDUB) Facebook Vkontakte 


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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Department of Information ScienceHeinrich Heine University DüsseldorfDüsseldorfGermany

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