The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan

PurposeThis paper aims to analyze the adoption of social media platforms by tourists in Pakistan. Based on an adaptation of the technology acceptance model (TAM), this study assesses the factors that lead users to adopt these platforms.Design/methodology/approachA survey was administered to a convenience sample of 399 travelers who use social media in Pakistan. A Confirmatory factor analysis was conducted using AMOS to evaluate convergent and discriminant validity as well as composite reliability. Structural equation modeling was applied to examine the causal relationship among all proposed constructs.FindingsThe findings reveal that the perceived usefulness (PU) and perceived ease of use (PEoU) of a social media platform positively impact the behavioral intention of its users. The proposed constructs of compatibility, enjoyment, user expertise and e-trust all demonstrated their crucial roles in the adoption of a social media platform for tourism-related activities by enhancing the platform's PEoU and usefulness.Originality/valueThis research validates the relationship between PEoU and PU of a social media platform in the hospitality industry. Interestingly, this study has expanded TAM by validating the addition of four more constructs, (1) compatibility, (2) enjoyment, (3) e-trust, and (4) expertise, to add worth to this model regarding the understanding of social media usage in this specific industry. The findings are valuable both for managers and policymakers in the tourism sector in Pakistan, as the latter can utilize the results to entice a larger segment of social media users to the tourism industry.

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Mobile commerce adoption among the bottom of the pyramid: a case of street vendors in Thailand

Journal of Science and Technology Policy Management ◽

10.1108/jstpm-12-2017-0074 ◽

2019 ◽

Vol 10 (1) ◽

pp. 193-213 ◽

Cited By ~ 3

Author(s):

Tanikan Pipitwanichakarn ◽

Nittaya Wongtada

Keyword(s):

Technology Adoption ◽

Technology Acceptance ◽

Technology Acceptance Model ◽

Mobile Commerce ◽

Ease Of Use ◽

Perceived Usefulness ◽

Equation Modeling ◽

Street Vendors ◽

Content Type ◽

Acceptance Model

Purpose This study aims to investigate the applicability of technology acceptance model in explaining technology adoption among street vendors in Thailand as a representation of emerging economies. Design/methodology/approach A pen-and-pencil survey was administered to 370 street vendors in Bangkok; 356 usable surveys were analyzed for a completed rate of 96.2 per cent. Structural equation modeling was used to analyze the data. Findings This study contributes to the existing technology acceptance literature as follows: First, the predictive power of the technology acceptance model is strong and holds true for street vendors. Second, it revealed that the relationship of entrepreneurial orientation and technology adoption is completely connected through the decision-making process (i.e. trust and system characteristics, otherwise known as usefulness and ease of use). Finally, the degree of product differentiation strengthens the positive relationship between perceived usefulness and the intention to use mobile commerce. Originality/value This study advances the previous research on e-commerce adoption in settings outside the formal sector. More specifically, this study developed and validated the extended technology acceptance model in the smallest-scale of entrepreneurs, street vendors, to increase the understanding of the adoption of m-commerce.

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Technology acceptance model (TAM) and social media usage: an empirical study on Facebook

Journal of Enterprise Information Management ◽

10.1108/jeim-04-2012-0011 ◽

2014 ◽

Vol 27 (1) ◽

pp. 6-30 ◽

Cited By ~ 209

Author(s):

Rupak Rauniar ◽

Greg Rawski ◽

Jei Yang ◽

Ben Johnson

Keyword(s):

Social Media ◽

Social Networking ◽

Technology Acceptance ◽

Technology Acceptance Model ◽

Social Networking Site ◽

Data Set ◽

Content Type ◽

Media Usage ◽

Usage Behavior ◽

Acceptance Model

Purpose – Given the widespread popularity of social media, such as Twitter, Facebook, Google+, and LinkedIn, theorizing and understanding the user attitude and usage behavior of social media site is fundamental in developing future understandings and deployment of these new technologies. One approach to such studies on drivers of social media usage behavior would be to revisit the technology acceptance model (TAM). The purpose of this paper is to discuss these issues. Design/methodology/approach – Decades of extensive research have focussed on validating the TAM, proposed by Davis (1986), for various types of information systems and communication technologies. TAM forecasts individual adoption and voluntary use of technology. This study examines individual adoption behavior of the most popular social networking site Facebook. The influences on the intention of using social networking based on individual's perceived ease of use (EU), the user's critical mass (CM), social networking site capability (CP), perceived playfulness (PP), trustworthiness (TW), and perceived usefulness (PU) is empirically examined with a primary data set of 398 users of Facebook gathered from a web-based questionnaire survey. Findings – The results demonstrate that the revised social media TAM model proposed in this study supports all the hypotheses of social media usage behavior. The results of this study provide evidence for the importance of additional key variables to TAM in considering user engagement on social media sites and other social-media-related business strategies. Originality/value – Based on our review of existing scientific literature on social media, few empirical studies have been conducted to scientifically evaluate and explain the usage behavior of social media using Facebook. A validated instrument of usage behavior of social media can provide usability experts and practitioners with a validated tool to assess social media acceptance and usage behavior. This can help us gain a better understanding of “who is and who is not using these sites, why and for what purposes” (Boyd and Ellison, 2007).

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Understanding How Mexican and U.S. Consumers Decide to Use Mobile Social Media

Research Anthology on Strategies for Using Social Media as a Service and Tool in Business ◽

10.4018/978-1-7998-9020-1.ch051 ◽

2021 ◽

pp. 1004-1028

Author(s):

Kenneth C. C. Yang

Keyword(s):

Social Media ◽

Technology Acceptance ◽

Academic Research ◽

Theoretical Concepts ◽

Social Media Platform ◽

Adoption Decision ◽

Behavior Theories ◽

Media Platform ◽

Acceptance Model

This chapter investigated cross-national consumer behaviors in adopting mobile social media among U.S. and Mexican samples. Using a combination of Extended Technology Acceptance Model (TAM2) and consumer behavior theories to describe the decision-making process of mobile and social media platform adoption. Three thematic insights are identified after analyzing their adoption decision narratives. This book chapter concluded with a summary of current academic research on multi-platforms and their advertising applications. This chapter further identified major theoretical concepts, frameworks, and methodological approaches that may help advertising and marketing communications researchers and practitioners to better understand the planning, execution, and assessment of multi-platform advertising campaigns.

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Understanding How Mexican and U.S. Consumers Decide to Use Mobile Social Media

Multi-Platform Advertising Strategies in the Global Marketplace - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-3114-2.ch007 ◽

2018 ◽

pp. 168-198 ◽

Cited By ~ 1

Author(s):

Kenneth C. C. Yang

Keyword(s):

Social Media ◽

Technology Acceptance ◽

Academic Research ◽

Theoretical Concepts ◽

Social Media Platform ◽

Adoption Decision ◽

Behavior Theories ◽

Media Platform ◽

Acceptance Model

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Social media for outbound leisure travel: a framework based on technology acceptance model (TAM)

Journal of Tourism Futures ◽

10.1108/jtf-10-2018-0058 ◽

2019 ◽

Vol 5 (1) ◽

pp. 43-61 ◽

Cited By ~ 9

Author(s):

Snigdha Singh ◽

Pallavi Srivastava

Keyword(s):

Social Media ◽

Technology Acceptance ◽

Technology Acceptance Model ◽

Ease Of Use ◽

Perceived Usefulness ◽

Perceived Ease Of Use ◽

Content Type ◽

Perceived Trust ◽

Tourism Sector ◽

Acceptance Model

Purpose The purpose of this paper is to explore the applicability of technology acceptance model (TAM) to explain the widespread acceptance and usage of social media (SM) for travel purposes by Indian outbound leisure travellers during their travel cycle. Design/methodology/approach The study has adopted a qualitative approach involving in-depth interviews of 30 respondents, who had taken at least one international vacation in the last 12 months. Content analysis was used to arrive at the conclusion. Findings Findings of the study are used to develop a conceptual model which upholds the validity of the TAM with perceived usefulness (PU) and perceived ease of use (PEU) as determinants of SM usage. The model has been extended to include perceived trust (PT) and social capital (SC) as important constructs to explain the travellers’ use of SM. Disposition readiness (DR) of the user towards SM was found to have an effect on all the four constructs. Originality/value Theoretically, this study suggests a modification to the existing TAM, which shows a unidirectional effect of PU and PEU on attitude. This study suggests that the effect would be bi-directional where the attitude (DR) of the traveller towards SM usage will affect PU and PEU. Furthermore, this study extends the TAM to include PT and SC as important constructs to explain SM usage by travellers. This study provides valuable insights into the hospitality and tourism sector which might help in further segmentation of travellers leading to more customised service offerings.

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How risk perception influences CEOs' technological decisions: extending the technology acceptance model to small and medium-sized enterprises' technology decision makers

European Journal of Innovation Management ◽

10.1108/ejim-09-2019-0253 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Luca Ferri ◽

Rosanna Spanò ◽

Marco Maffei ◽

Clelia Fiondella

Keyword(s):

Cloud Computing ◽

Risk Perception ◽

Technology Acceptance ◽

Technology Acceptance Model ◽

Equation Modeling ◽

Cloud Technology ◽

Content Type ◽

Factors Influencing ◽

Acceptance Model

PurposeThis paper aims to investigate the factors influencing chief executive officers’ (CEOs') intentions to implement cloud technology in Italian small and medium-sized enterprises (SMEs).Design/methodology/approachThe study proposes a model that integrates the theoretical construct of the technology acceptance model (TAM) with a classification of perceived benefits and risks related to cloud computing. The study employs a structural equation modeling approach to analyze data gathered through a Likert scale-based survey.FindingsThe findings indicate that risk perception has a strong negative effect on the intention to introduce cloud technology in firms. This effect is partially offset by the perceived ease of use of the technology.Originality/valueThe study provides a new theoretical framework that integrates the TAM and a classification of perceived risks to provide a clear view of management's cognitive processes during technological change. Moreover, the results show the main factors influencing decisions regarding the implementation of cloud computing in firms in light of the perception of risks. Finally, this study provides interesting findings for cloud service providers (CSPs) about their customers' decision-making processes.

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Hotel guests’ social media acceptance in luxury hotels

International Journal of Contemporary Hospitality Management ◽

10.1108/ijchm-10-2015-0552 ◽

2017 ◽

Vol 29 (1) ◽

pp. 530-550 ◽

Cited By ~ 32

Author(s):

M. Claudia tom Dieck ◽

Timothy Hyungsoo Jung ◽

Woo Gon Kim ◽

Yunji Moon

Keyword(s):

Social Media ◽

Technology Acceptance ◽

Technology Acceptance Model ◽

Mixed Method ◽

Content Type ◽

Mixed Method Approach ◽

Acceptance Model ◽

Context Specific ◽

Luxury Hotel ◽

Method Approach

Purpose This paper aims to propose and test a modified technology acceptance model for the social media networks (SMNs) in the luxury hotel context, integrating satisfaction and continued usage intention, using a mixed-method approach. SMNs have revolutionized the way people communicate, search for information and share experiences. The technology acceptance model is the predominant theory for researching technology acceptance; however, there is a gap in identifying and testing context-specific constructs. Design/methodology/approach This paper uses a mixed-method approach. The researchers conducted 16 interviews and 258 questionnaires with luxury hotel guests. Following the collection of data, interviews and questionnaires were analyzed using thematic and partial least square analysis. Findings Findings show that accessibility, trust, social influence and perceived benefits influence perceived ease of use and perceived usefulness, which affect attitude and satisfaction and ultimately continued usage intentions. Findings also reveal that enjoyment, although qualitatively proposed, does not influence luxury hotel guests’ SMNs continued usage intention. Practical implications This study suggests that hotel managers have to concentrate their marketing efforts in enhancing SMN’s interaction and increasing the number of positive reviews to retain current customers and acquire new ones. Hotels should also develop effective mobile strategies by adopting mobile social network webs and applications, as accessibility becomes more important in today’s marketplace. Originality/value Former scholars adopted the approach of proposing external dimensions based on previous research and, thus, did not integrate up-to-date and context-specific variables. Therefore, the present paper uses a new approach by exploring SMN-specific dimensions and testing them in the luxury hotel context.

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An Empirical Study to Explore the Adoption of E-Learning Social Media Platform in Taiwan: An Integrated Conceptual Adoption Framework Based on Technology Acceptance Model and Technology Threat Avoidance Theory

Sustainability ◽

10.3390/su13179946 ◽

2021 ◽

Vol 13 (17) ◽

pp. 9946

Author(s):

Mei-Hui Peng ◽

Hsin-Ginn Hwang

Keyword(s):

Higher Education ◽

Social Media ◽

Technology Acceptance ◽

Technology Acceptance Model ◽

Learning System ◽

Equation Modeling ◽

Research Framework ◽

E Learning ◽

Threat Avoidance ◽

Acceptance Model

Currently, social media is ubiquitous and essential for social networking and content sharing. It is an effective platform for teaching and learning in higher education and provides a novel way to communicate between instructors and pupils. Thus, the purpose of this study was to present a research framework to examine students’ motivation to adopt an e-learning system with social medial platforms. This cross-sectional study used the questionnaire to collect data from the students in Taiwan. A framework has examined students’ motivation to adopt an e-learning system with social medial platforms based on the modified technology acceptance model (TAM) and technology threat avoidance theory (TTAT). The research framework was evaluated by structural equation modeling (SEM) and represented by Smart-PLS. A total of 262 valid responses were used for statistical analysis. The results recommended modified research model explains 77.0% of the variance of motivation to adopt (R2 = 0.77). The findings also supported perceived usefulness, perceived ease of use, perceived cost, perceived effectiveness, and self-efficacy significantly influenced students’ motivation to use. Results also indicated threat appraisal, perceived susceptibility, and perceived severity are not significant factors for predicting students’ motivation to adopt e-learning in higher education.

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An extended technology acceptance model in behavioral intention toward hotel tablet apps with moderating effects of gender and age

International Journal of Contemporary Hospitality Management ◽

10.1108/ijchm-06-2015-0289 ◽

2016 ◽

Vol 28 (8) ◽

pp. 1535-1553 ◽

Cited By ~ 47

Author(s):

Jungsun (Sunny) Kim

Keyword(s):

Technology Acceptance ◽

Technology Acceptance Model ◽

Behavioral Intention ◽

Ease Of Use ◽

Equation Modeling ◽

Age And Gender ◽

Content Type ◽

And Gender ◽

Tablet Apps ◽

Acceptance Model

Purpose This paper aims to examine whether a customer’s perceptions of hotel tablet apps serve as determinants of customers’ behavioral intention in terms of the app’s ease of use, usefulness, credibility and subjective norm. It also explored age and gender as moderators of the relationships between these determinants and customers’ behavioral intention as well as customers’ likelihood of using specific app functions across age and gender. Design/methodology/approach A research model, grounded in the technology acceptance model (TAM), used data collected from 751 hotel customers in the USA. The model was tested using confirmatory factor analysis and structural equation modeling. Findings The results showed that three of the four proposed determinants positively influenced customers’ behavioral intention toward hotel tablet apps. Neither gender nor age played significant moderating roles in the relationships between the four determinants and the behavioral intention. The study also revealed age- and gender-related differences in preferences for specific hotel tablet app functions. Practical implications This study helps operators successfully plan for investing in and implementing hotel apps. It assists operators in developing effective marketing strategies by understanding factors influencing customers’ app adoption and between group differences in their preferences on app functions. Originality/value This is the first tablet app adoption study that extends TAM to the hotel industry. Thus, it extends the literature on technology adoption by exploring both existing and new variables and testing them in a new context.

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A comprehensive examination of consumers' intentions to use food delivery apps

British Food Journal ◽

10.1108/bfj-06-2021-0655 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Han Wen ◽

Sanjukta Pookulangara ◽

Bharath M. Josiam

Keyword(s):

Theory Of Planned Behavior ◽

Technology Acceptance ◽

Planned Behavior ◽

Technology Acceptance Model ◽

Food Delivery ◽

Ease Of Use ◽

Perceived Usefulness ◽

Equation Modeling ◽

Content Type ◽

Acceptance Model

PurposeGuided by the theory of planned behavior and the technology acceptance model, the purpose of this study was to comprehensively examine the factors that affect consumers' intentions to continue to use food delivery apps by developing and testing a research model and examining the differences between consumers with different demographic characteristics or behavior changes during the coronavirus disease 2019 (COVID-19) pandemic.Design/methodology/approachAn online survey instrument was developed, and 316 valid responses were collected. A measurement model was developed and tested by using the structural equation modeling partial least squares (SEM-PLS) method.FindingsThe four basic constructs in the theory of planned behavior model (attitude, subjective norms, perceived behavioral control and trust) positively predicted consumers' intentions to continue to use food delivery apps. Predictors (including perceived innovativeness, hedonic and utilitarian motivations, perceived usefulness, perceived ease of use, and food safety risk perception) of these four basic constructs were also identified and confirmed. Multigroup analyses were conducted, and differences were found between male and female consumers and those with different ordering frequencies during the COVID-19 pandemic.Originality/valueThis study expanded the application of the theory of planned behavior by examining consumers' intentions to continue using food delivery apps and improved the authors’ understanding of this theory. Further, the successful application of the technology acceptance model improved the authors’ understanding of consumers' attitudes and behavioral intentions related to food delivery app usage.

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