scholarly journals Social Media in Micro-Enterprises

2020 ◽  
Vol 28 (3) ◽  
pp. 184-203 ◽  
Author(s):  
Savanid Vatanasakdakul ◽  
Chadi Aoun ◽  
Yuniarti Hidayah Suyoso Putra
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Theory And Practice ◽  
Retail Industry ◽  
Use Of Technology ◽  
Positive Attitudes ◽  
Value Propositions ◽  
Task Technology Fit ◽  
Facilitating Conditions ◽  
Micro Enterprises

Social media is increasingly gaining traction as a valuable tool for small business. This is particularly the case in micro enterprises in the Indonesian retail industry, where adoption is anecdotally increasing, but with little understanding of the factors enabling such adoption. Consequently, this study proposes a research model derived from the Unified Theory of Acceptance and the Use of Technology and extended by integrating the task-technology-fit framework, along with price value propositions. Online surveys were sent to micro enterprises operating in the Indonesian retail industry with 153 valid responses received. Data analysis used structural equation modelling with SmartPLS 3. The results show that price value and task-technology-fit are perceived as significant factors for influencing positive attitudes towards the adoption of social media among micro enterprises. In addition, attitude and facilitating conditions were found to have a significant influence on intention to adopt social media. These findings hold import implications to theory and practice in this nascent field of research.

scholarly journals Explaining Social Media Adoption for a Business Purpose: An Application of the UTAUT Model

2021 ◽  
Vol 13 (4) ◽  
pp. 2082
Author(s):  
Wilert Puriwat ◽  
Suchart Tripopsakul
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Structural Equation ◽  
User Behavior ◽  
Mobile Technologies ◽  
Equation Modeling ◽  
Use Of Technology ◽  
Acceptance Model ◽  
Facilitating Conditions ◽  
Use Behavior

Nowadays, the advance of the internet and mobile technologies have changed our daily life, not only in terms of consumption but in how business is done. Social media has been recognized as one of the potential online platforms for entrepreneurs especially in small and medium business establishments to cope with large corporations. This study aims to investigate elements affecting social media adoption for business purposes by adopting a well-known technology acceptance model—the unified theory of acceptance and use of technology (UTAUT). The data of 196 samples were collected via online questionnaires in Thailand using the structural equation modeling (SEM) technique employed to verify the proposed model with empirical data. The outcomes illustrate the performance and effort expectancy and social influence significantly influence behavior prospects to implement social media for business purposes. Facilitating conditions significantly contribute to affecting actual user behavior. Also, the authors investigated the moderating effect of all demographic and behavioral factors such as gender, age, daily spent time on social media, and entrepreneur status. The results of the one-way analysis of variance (ANOVA) analysis show that there are immense variances in the intention of social media behavior and use behavior due to age. Younger adults tend to be more adept with user behavior and behavioral intention more than older adults.

scholarly journals Factors that influence the perceived advantages and relevance of Facebook as a learning tool: An extension of the UTAUT

2014 ◽  
Vol 30 (2) ◽  
Author(s):  
Tomás Escobar-Rodríguez ◽  
Elena Carvajal-Trujillo ◽  
Pedro Monge-Lozano
Keyword(s):  
Social Media ◽  
Teaching And Learning ◽  
Theory And Practice ◽  
Font Size ◽  
Learning Tool ◽  
Media Technologies ◽  
Use Of Technology ◽  
Media Platform ◽  
Perceived Relevance ◽  
Facilitating Conditions

<span style="font-family: Times New Roman; font-size: small;"> </span><p>Social media technologies are becoming a fundamental component of education. This study extends the Unified Theory of Acceptance and Use of Technology (UTAUT) to identify factors that influence the perceived advantages and relevance of Facebook as a learning tool. The proposed model is based on previous models of UTAUT. Constructs from previous models were used such as performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation and habit. Additionally, two new perspectives were added: perceived advantages and perceived relevance of Facebook as a social media platform. It provides some insights into students' behavioural intentions, and such an understanding can help faculty to examine their assumptions about the role of social media technologies in the teaching and learning process. The study participants were students enrolled in a Spanish public university. Data from 956 usable questionnaires were tested against the research model. Our results provide support to the model and reveal a good model fit. In light of these findings, implications for theory and practice are discussed.</p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; text-align: justify; line-height: normal;"> </p><span style="font-family: Times New Roman; font-size: small;"> </span>

Modeling the Factors that Influence Ghanaian Entrepreneurs to Adopt e-Commerce

2021 ◽  
Vol 18 (06) ◽  
Author(s):  
Frederick Pobee
Keyword(s):  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Unified Theory ◽  
Cross Sectional ◽  
Performance Expectancy ◽  
Use Of Technology ◽  
Effort Expectancy ◽  
Facilitating Conditions

This study investigated the factors that influence Ghanaian entrepreneurs to adopt e-commerce. Cross-sectional data was gathered from 520 entrepreneurs in the most populous and industrious regions in Ghana. The unified theory of acceptance and use of technology (UTAUT) was employed to effectively understand the unexplored phenomenon of e-commerce adoption among Ghanaian entrepreneurs. Partial Least Square-Structural Equation Modeling (PLS-SEM) was used to test the hypothesized relationships. The findings indicate that performance expectancy, effort expectancy, and social influence (SI) positively and significantly influenced the behavioral intention (BI) to adopt e-commerce. Facilitating conditions (FC) and BI had a significant positive relationship with the adoption of e-commerce.

An Empirical Study of User Acceptance Behaviours of Internet Banking in Tunisia Using UTAUT2 Model

2021 ◽  
Vol 12 (4) ◽  
pp. 16-34
Author(s):  
Wadie Nasri
Keyword(s):  
Structural Equation ◽  
Positive Impact ◽  
Internet Banking ◽  
Equation Model ◽  
Behavioural Intention ◽  
Mobile Banking ◽  
Use Of Technology ◽  
Proposed Model ◽  
Facilitating Conditions ◽  
Internet Banking Services

The conceptual model proposed was based on the extended unified theory of acceptance and use of technology (UTAUT2). The proposed model was empirically tested using survey data provided by 203 respondents and was analyzed using a structural equation model (SEM). The analysis results indicated that performance expectancy, effort expectancy, social influence, and facilitating conditions show a significant positive impact on the users' behavioural intention to use internet banking services. However, price value, hedonic motivation, and habit do not positively influence the behavioural intention. This study offers Tunisian banks some guidelines to develop strategies and to improve their services in order to increase the adoption of mobile banking by their customers.

Role of gender on Intention to adopt mobile payments among generation Z

2021 ◽  
Vol 9 (1) ◽  
Author(s):  
Sonal Purohit ◽  
Rakhi Arora
Keyword(s):  
Undergraduate Students ◽  
Structural Equation ◽  
Equation Modeling ◽  
Mobile Payments ◽  
Intention To Adopt ◽  
Generation Z ◽  
Use Of Technology ◽  
Effort Expectancy ◽  
Value Propositions ◽  
Males And Females

The purpose of this paper was to examine the intention to adopt mobile payments among male and female customers of generation Z by surveying 365 undergraduate students and applying the Unified theory of acceptance and use of technology (UTAUT). The Structural equation modeling analysis using the SmartPLS revealed that social influence was the most significant predictor of intention to adopt mobile payments among both males and females. The male is significantly influenced by the performance expectancy and effort expectancy whereas the females are significantly influenced by the effort expectancy and price value factors. For sustainable adoption among the males and females in generation Z, the managers should create differentiated value propositions by focusing on utilitarian benefits and simplicity of use for the males and females respectively.

The Moderating Effects of Gender on E-Commerce Systems Adoption Factors

2018 ◽  
Vol 9 (4) ◽  
pp. 86-104
Author(s):  
Frederick Pobee ◽  
Daniel Opoku
Keyword(s):  
Behavioral Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Moderating Effects ◽  
Performance Expectancy ◽  
Adoption Factors ◽  
Use Of Technology ◽  
Effort Expectancy ◽  
Actual Use ◽  
Facilitating Conditions

The purpose of this article was to investigate the moderating effects of gender on e-commerce systems adoption factors among university lecturers in Ghana. In order to achieve this purpose, the unified theory of acceptance and use of technology (UTAUT) was used as the theoretical lens for the study. Eight hypotheses were developed and tested. Data analysis was performed with a structural equation modeling (SEM) technique using SmartPLS Application. Using a survey of 223 respondents, the study showed that factors such as performance expectancy, effort expectancy, and facilitating conditions positively and significantly influenced Ghanaian lecturers' behavioral intention and ultimately the actual use of e-commerce systems. As for the moderating effects of gender, this study discovered that gender insignificantly moderated the effects of performance expectancy, effort expectancy and social influence on behavioral intention.

Factors influencing the adoption of crowdfunding in Bangladesh: a study of start-up entrepreneurs

2019 ◽  
pp. 026666691989555
Author(s):  
Mohammad Tariqul Islam ◽  
Muhammad Tahir Abbas Khan
Keyword(s):  
Behavioral Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Perceived Trust ◽  
Intention To Adopt ◽  
Use Of Technology ◽  
Start Up ◽  
Actual Use ◽  
Facilitating Conditions ◽  
Use Behavior

Despite widespread adoption of crowdfunding for funding social donation projects, its adoption among start-up entrepreneurs is significantly low, in developing countries in particular. Research has been performed to investigate the crowdfunding adoption intention of start-up entrepreneurs in Bangladesh. This study aimed to identify the motivation behind the intentions of the entrepreneurs to adopt crowdfunding, using the Unified Theory of Acceptance and Use of Technology (UTAUT) model with extensions. Empirical data were collected from 317 respondents and analyzed using Partial Least Squares-based Structural Equation Modeling (PLS-SEM). The results indicate that performance expectancy, effort expectancy, social influence, facilitating conditions and perceived trust mpact significantly ion the entrepreneurs’ behavioral intention to adopt crowdfunding. In contrast, trialability and perceived trust were not found to be significant determinants. However, trialability has a significant positive relation with use behavior or actual use, whereas no significant relationship has been identified between behavioral intention and use behavior.

Users' Acceptance of Online Literature Databases in a Thai University

2018 ◽  
Vol 10 (1) ◽  
pp. 54-70
Author(s):  
Wornchanok Chaiyasoonthorn ◽  
Watanyoo Suksa-ngiam
Keyword(s):  
Behavioral Intention ◽  
Structural Equation ◽  
Unified Theory ◽  
Academic Literature ◽  
Use Of Technology ◽  
Research Organizations ◽  
Facilitating Conditions ◽  
Research Students ◽  
Use Behavior ◽  
Thai University

Online literature databases are important for higher education and research organizations since they represent a vast collection of academic literature that researchers can utilize and review previous research conducted so far. The study aims to test a theory explaining what drive research students adopt online academic literature databases. Unified Theory of Acceptance and Use of Technology 2 (Venkatesh, Thong, & Xu, 2012) is a new theory in Information Systems that should be tested in a different circumstance. The study surveyed 614 respondents in a Thai university. The data are analysed using structural equation modelling (SEM). The results show that behavioral intention and facilitating conditions did not influence use behavior where as other paths suggested by UTAUT2 are still significant. However, only gender moderates the path from facilitating conditions to behavioral intention. The order moderators did not moderate the path suggested by the theory.

scholarly journals Toward an Understanding of University Students’ Continued Intention to Use MOOCs: When UTAUT Model Meets TTF Model

SAGE Open ◽  
2020 ◽  
Vol 10 (3) ◽  
pp. 215824402094185
Author(s):  
Liyong Wan ◽  
Shoumei Xie ◽  
Ai Shu
Keyword(s):  
University Students ◽  
User Satisfaction ◽  
Structural Equation ◽  
Equation Modeling ◽  
Utaut Model ◽  
Mediating Role ◽  
Performance Expectancy ◽  
Use Of Technology ◽  
Effort Expectancy ◽  
Facilitating Conditions

This study tries to propose a unified model integrating the unified theory of acceptance and use of technology (UTAUT) model, task–technology fit (TTF) model, and user satisfaction to investigate the determinants that affect university students’ continued intention of using massive open online courses (MOOCs). Based on the data of a survey on 464 respondents, structural equation modeling is adopted to assess the model. The results reveal that performance expectancy, effort expectancy, social influence, and user satisfaction are the crucial predictors of university students’ continued intention. TTF has an indirect influence on continued intention through user satisfaction. Performance expectancy is affected both by effort expectancy and TTF. Facilitating conditions do not directly influence continued intention; however, they present indirect influences in that they play a mediating role for user satisfaction. The findings help researchers and practitioners to attain a better understanding of university students’ continued usage intention of MOOCs. The implications and limitations of this study are also described.

Factors in Information Assurance Professionals' Intentions to Adhere to Information Security Policies

2020 ◽  
Vol 11 (1) ◽  
pp. 17-32
Author(s):  
S. Raschid Muller ◽  
Mary L. Lind
Keyword(s):  
Information Security ◽  
Structural Equation ◽  
Negative Impact ◽  
Research Question ◽  
Information Assurance ◽  
Security Policies ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Use Of Technology ◽  
Facilitating Conditions

Information security policies (ISPs) serve to clarify and formalize organizational information security practices and reduce data risks, but research shows that ISP noncompliance remains a prominent concern for both scholars and practitioners. This study utilized the unified theory of acceptance and use of technology 2 (UTAUT2) to explore factors that predict information assurance professionals' behavioral intentions to comply with ISPs. The research question addressed: To what extent do performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and habit predict information assurance professionals' behavioral intention to comply with information security policies in organizations? A nonexperimental, cross-sectional research design using structural equation modeling (PLS-SEM) addressed the research question with information assurance professionals in government agencies where habit emerged as the important component of ISP compliance with hedonic factors having a negative impact.

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