Background: Although Indonesia is one of the world’s most populated countries with a high penetration of internet usage there has been little research on SNS usage in Indonesia, especially involving children. Instead, SNS research in Indonesia has focused on university students and political, marketing, and disaster mitigation issues.

Aim/Purpose: In order to address this gap a theoretical model is formulated from a review of previous studies incorporating basic constructs found in the Technology Acceptance Model (Perceived Usefulness, Perceived Ease of Use, and Attitude) as well as other influences, motivations, and individual characteristics that affect a child’s attitude toward the use of SNS.

Methodology : The model is evaluated and developed using data collected from 460 children in primary school grades 4, 5, and 6 in five cities in Indonesia. The statistical techniques implemented with SPSS and Amos computer software (t-tests, correlation coefficients, principal component factor analysis, Cronbach alpha coefficients, and structural equation modeling (SEM) analysis).

Findings: The results confirm many of the effects on a child’s attitude toward SNS reported in previous studies due to: the usefulness and ease of use of SNS; parental influence; feelings of flow experience and risk; and the child’s level of access, technical expertise, and experience with SNS. New findings include significant correlations and causal effects involving: the influences of peers and parents; the child’s level of technical expertise; and feelings of flow experience.

Contribution: Despite limitations related to sampling and the administration of a questionnaire among young children, the findings contribute to theory as well as practice and provide guidance on effective ways to improve children’s attitudes towards the use of SNS.