Social Networks: Cultural Diversity, Trust, Reciprocity and Social Capital

摘要

Rapid growth of the Internet has led to the proliferation of various applications including use of social networks sites. Social networks sites facilitate communications between users with shared interests. Social networks sites are popular components of the Web 2.0 phenomenon where users share content. The rapid growth of social network sites usage necessitates a further analysis of factors affecting usage of these sites and creation of social networks. We propose a theoretical model on the effects of cultural diversity, trust, reciprocity, and social capital on users' willingness to participate in the activities of social network sites.