The present study attempts to determine the success factors in improving students' intention to use Facebook in Jordanian universities in general and in particular in Zarqa University with the help of technology acceptance model (TAM). The research model comprises of four independent variables namely perceived usefulness, perceived ease of use, family influence, perceived trust and one dependent variable namely students' intention to use Facebook. In the process of conducting the main study, 600 questionnaires were distributed to among Zarqa University students. Out of this number, 70 were undelivered, and 36 questionnaires were incomplete (missing responses). The researcher obtained the achieved response rate a total of 494 responses were usable for subsequent analysis, giving a response rate of 82 %. The questionnaire is divided into four parts: part (1) demographic variables (12 items); part (2) perceived ease of use and perceived usefulness by (10 items) adopted from Davis, (1989); family influence by (5items) adopted from Ajzen and Fishbein (1975); perceived trust by (6 items)adopted from Daud (2011), and part (3) attitude by (5 items) adopted from Shih & Fang (2004), Finally, part (4), student’s intention by (5 items) adopted from Al Muala(2011). Furthermore, this study used Structural Equation Modeling (SEM) by using Amos program instead of multiple regression because SEM can give more superior empirical results (Hair et al., 2006). The findings of the study show a significant and positive link between variables (perceived ease of use, perceived trust, and family influence) and attitude. Additionally, there a significant and positive link between variables (perceived usefulness and attitude) and intention to use Facebook. And one insignificant impact between perceived usefulness and attitude to use Facebook . For mediating effect of perceived usefulness was not mediates.

KEY WORDS: Facebook, Intention, TAM, Jordan.