Examining the technology acceptance model in the adoption of social networks

Journal of Research in Interactive Marketing - Tập 5 Số 2/3 - Trang 116-129 - 2011
JoséCarlos Martins Rodrigues Pinho1, Ana MariaSoares1
1School of Economics and Management, University of Minho, Braga, Portugal

Tóm tắt

PurposeThe purpose of this paper is to provide an understanding of the process of new technology adoption, notably social networks (SN), relying on a specific model, the technology acceptance model (TAM).Design/methodology/approachThe study applies a quantitative methodological approach by using a survey method. The data are collected from a sample of 150 university students. In order to test the proposed relationships, structural equation modelling was employed.FindingsThe results of this empirical study demonstrate that SN are relatively easy to use, as respondents quickly become skillful at using these technologies, finding them quite flexible to interact with. In terms of their attitudes, respondents find SN fun to use and enjoy using them. Perceived ease of use and perceived usefulness impact on attitude towards SN. Attitude, in turn, impacts on behavioral intention to use SN. Thus, the authors confirm the explanatory power of TAM in the adoption of SN.Research limitations/implicationsThe study focuses on the parsimonious TAM model and its applicability to SN adoption. Another drawback pertains to the size of the sample.Practical implicationsA lot remains to be done to maximise the use of SN within a firm's context. For instance, a specific brand could target a specific group of users on Facebook and those potential customers who want to find detailed information about their products as services could be directed to the firm's official web site.Originality/valueThe relevance of this study is set against a lack of consistent, detailed research on the factors influencing the adoption of SNs.

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Journal of Research in Interactive Marketing

Tập 5 Số 2/3

116-129

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