Behavioral intention and continued adoption of Facebook: An exploratory study of graduate students in Bangladesh during the Covid-19 pandemic

Behavioral intention and continued adoption of Facebook: An exploratory study of graduate students in Bangladesh during the Covid-19 pandemic This study is designed to find out the fundamental reasons for students’ social media adoption during the Covid 19 epidemic in Bangladesh. The research object is to build a perceptual picture of the factors that will encourage and impact Facebook’s continued acceptance during this crisis. The sample was taken from 400 students from different universities in Bangladesh. Nine indicators (Trust, Perceived Usefulness, Privacy, Perceived Ease of Use, Subjective Norms, Educational Compatibility, Behavioral Intention, Personal Needs, and Continued Facebook Adoption) were used to experiment. The study results show that the fit indices of measurement model (fit <italic>/df</italic> = 1.436; <italic>GFI</italic> = 0.958; <italic>AGFI</italic> = 0.960; <italic>NFI</italic> = 0.947; <italic>CFI</italic> = 0.977; <italic>TLI</italic> = 0.978; <italic>SRMR</italic> = 0.031; <italic>RMSEA</italic> = 0.027; <italic>P-close</italic> = 1.00) are suitable and appropriate within their prescribed ranges. The mean, standard deviation, internal consistency (Cronbach Alpha > 0.7), composite reliability (CR > 0.8), and average variance extracted (AVE > 0.5) of each constructs are well and appropriate their recommended level which determine the designs of validity. The coefficient of all factors like Trust (0.29), Perceived Usefulness (0.19), Privacy (0.17), Perceived Ease of Use (0.26), Educational Compatibility (0.13), Behavioral Intention (0.45), Personal Needs (0.16), except subjective norms (0.01) have a meaningful and positive effect on the behavioral intention of Facebook that satisfactorily affects continued adoption behavior during covid-19. These observations illustrate the scientific rationale and views relevant to emerging economies like Bangladesh in the context of social media. Several implications have been presented based on the results.