The Examination of Factors Influencing Saudi Small Businesses’ Social Media Adoption, by Using UTAUT Model

Social media is becoming a major development in electronic commerce among a wide range of sectors, for example, education, government, health care, and business. In Saudi Arabia, a major movement toward social media has taken place, especially among small business entrepreneurs, due to its low cost and the powerful role it can play in globalization.The goal of this paper is to add to the theoretical knowledge base regarding the adoption of social media among Saudi small businesses, by applying the Unified Theory of Acceptance and Use of Technology (UTAUT) model to examine the influences of Saudi small businesses’ social media adoption. An empirical study was carried out using online survey research among 73 Saudi business entrepreneurs. The major findings of the paper are that Saudi small business entrepreneurs tend to use social media for the major constructs of performance expectancy, effort expectancy, social influence, and facilitating conditions. However, although the moderator of gender proved to be effective on the construct of effort expectancy, the effects of the moderators of age, gender, and experience on the other major constructs were not salient.It is believed that the findings will be useful for understanding adoption phenomena better, to help business entrepreneurs to make superior decisions based on them.

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

SAGE Open ◽

10.1177/2158244020941858 ◽

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.

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EVALUASI ADOPSI TEKNOLOGI MENGGUNAKAN UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY MODEL

JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) ◽

10.34203/jimfe.v7i2.3777 ◽

2021 ◽

Vol 7 (2) ◽

pp. 123-140

Author(s):

Nurul Hidayati ◽

Eko Ruddy Cahyadi

Keyword(s):

Data Analysis ◽

Behavioral Intention ◽

Structural Equation ◽

Unified Theory ◽

Purposive Sampling ◽

Utaut Model ◽

Use Of Technology ◽

Effort Expectancy ◽

Facilitating Conditions ◽

Use Behavior

ABSTRAKPenelitian dengan pendekatan model Unified Theory of Acceptance and Use of Technology (UTAUT) model dilakukan untuk mengkaji adopsi teknologi dan perilaku penggunaan aplikasi IPB Mobile khususnya IPB Mobile for Students. Sampel penelitian dipilih menggunakan metode purposive sampling, yaitu sebanyak 400 mahasiswa program sarjana. Data penelitian berupa data primer yang dikumpulkan melalui penyebaran kuisioner. Analisis data dilakukan dengan structural equation modelling partial least square (SEM-PLS). Hasil analisis data menunjukkan bahwa persepsi responden pada indikator-indikator model UTAUT menunjukkan penilaian yang sudah baik. Effort expectancy berpengaruh positif terhadap variabel behavioral intention. Variabel use behavior mahasiswa dipengaruhi secara langsung oleh facilitating conditions dan behavioral intention. Implikasi manajerial dari hasil penelitian ini hendaknya dapat dijadikan salah satu dasar untuk perbaikan aplikasi IPB Mobile for Student sehingga dapat meningkatkan pelayanan bagi mahasiswa, baik akademik maupun nonakademik, antara lain penyediaan fasilitas wifi yang memadai di berbagai area yang sering digunakan untuk kegiatan belajar mengajar mahasiswa guna meningkatkan akses terhadap aplikasi dan perbaikan fitur-fitur yang sudah ada sehingga ramah digunakan oleh mahasiswa. ABSTRACTResearch with the Unified Theory of Acceptance and Use of Technology (UTAUT) model approach was conducted to examine technology adoption and behavior in using IPB Mobile applications, especially IPB Mobile for Students. The research sample was selected using a purposive sampling method, as many as 400 undergraduate students. Research data in the form of primary data collected through the distribution of questionnaires. Data analysis was carried out using structural equation modeling partial least squares (SEM-PLS). The results of data analysis show that respondents' perceptions of the indicators of the UTAUT model show a good assessment. Effort expectancy has a positive effect on behavioral intention variables. The variable use behavior of students is directly influenced by facilitating conditions and behavioral intention. The managerial implications of the results of this study should be used as a basis for improving the IPB Mobile for Student application so that it can improve services for students, both academic and non-academic, including the provision of adequate wifi facilities in various areas that are often used for student teaching and learning activities. in order to increase access to applications and improve existing features so that they are friendly to use by students.

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The Influence of Trust in the UTAUT Model

Analyzing Security, Trust, and Crime in the Digital World - Advances in Information Security, Privacy, and Ethics ◽

10.4018/978-1-4666-4856-2.ch008 ◽

2014 ◽

pp. 162-186

Author(s):

Eduardo Esteva-Armida ◽

Alberto Rubio-Sanchez

Keyword(s):

Online Survey ◽

New Technology ◽

Model Performance ◽

Adoption Process ◽

Utaut Model ◽

Performance Expectancy ◽

Intention To Adopt ◽

Use Of Technology ◽

The Us ◽

Effort Expectancy

This chapter tests the appropriateness of the Unified Theory of Acceptance and Use of Technology (UTAUT) model in the context of end user consumption by means of an online survey with 475 respondents (24% response rate). The study shows which factors have the greatest impact on the adoption process of VoIP technology in the US market in addition to the interactions of the main variables in the model (Performance Expectancy, Effort Expectancy, Social Influence, and Behavioral Intention to Adopt) and whether Trust can improve the predictive value of the UTAUT model to explain intention to adopt. Partial Least Squares (PLS) is used to evaluate the interactions of the main variables. The model includes four moderator variables (Gender, Age, Experience, and Voluntariness of Use). The results support most of the relationships identified in the original UTAUT model. More specifically, Performance Expectancy appears to have the strongest influence on the Intention of a consumer to adopt a new technology. The study provides information about whether the inclusion of Trust can generate good results for industry.

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Evaluating the Effects of Facilitating Conditions and Usage Experience on Mobile Payment

International Journal of Information Systems in the Service Sector ◽

10.4018/ijisss.2021100105 ◽

2021 ◽

Vol 13 (4) ◽

pp. 88-106

Author(s):

Ling Long Tsai

Keyword(s):

Online Survey ◽

Mobile Payment ◽

Research Model ◽

Performance Expectancy ◽

Use Of Technology ◽

Effort Expectancy ◽

And Performance ◽

Facilitating Conditions ◽

Major Factors ◽

The Relationship

The following research attempts to investigate the determinants influencing consumers' intention to adopt mobile payment (MP). The research model was adapted based on three constructs from the unified theory of acceptance and use of technology (UTAUT), including performance expectancy, effort expectancy, and facilitating conditions in the research model. In addition, usage experience was also added to the model to test for moderating effect. An online survey conducted through Taiwanese chat rooms resulted in 348 valid responses, which were analyzed using Smart PLS. Results indicated that (1) effort expectancy, performance expectancy, and facilitating conditions were three major factors influencing intention to use mobile payment; (2) facilitating conditions played a significant role in impacting effort expectancy and performance expectancy; (3) usage experience positively moderated the relationship between facilitating conditions and performance expectancy; and (4) usage experience also positively moderated the relationship between facilitating conditions and effort expectancy.

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Interaction Behavior on Edmodo in Biology: Integrating UTAUT Model

International Journal of Engineering & Technology ◽

10.14419/ijet.v7i3.7.16248 ◽

2018 ◽

Vol 7 (3.7) ◽

pp. 104

Author(s):

Zaidatul Shakila Mohamad Ashari ◽

Nurhazirah Azmi ◽

Yanti Yaacob ◽

Siti Hajar Noor Alshurdin ◽

Kim Fatt Low

Keyword(s):

Undergraduate Students ◽

Pearson Correlation ◽

Unified Theory ◽

Utaut Model ◽

Performance Expectancy ◽

Interaction Behavior ◽

Use Of Technology ◽

Effort Expectancy ◽

Main Construct ◽

Facilitating Conditions

Integration of Edmodo, a social network educational platform allows educators-students to communicate, being in real-time discussion and collaborate in a significant approach. Edmodo yet, is still not dominant in Malaysia educational practices. The purpose of this research is to determine the students’ interaction behavior in learning by addition of Edmodo as subsidiary tool in Biology using Unified Theory of Acceptance and Use of Technology (UTAUT) as theoretical framework. Sample of study consists of 74 undergraduate students who were registered in Biology code. Self-access learning module was given to the samples for 2 consecutive weeks during early semester followed by the questionnaire at the end of semester. Data has been collected using a 5 point Likert scale with the element of main construct in UTAUT. Pearson correlation and linear regression were performed to analyze the data. It was found that performance expectancy and effort expectancy exhibited positive significant effect on interaction behavior towards Edmodo, while social influence and facilitating conditions had no significant effect. .

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Adoption Process for VoIP

International Journal of E-Services and Mobile Applications ◽

10.4018/jesma.2012100102 ◽

2012 ◽

Vol 4 (4) ◽

pp. 15-31 ◽

Cited By ~ 3

Author(s):

Eduardo Esteva-Armida ◽

Alberto Rubio-Sanchez

Keyword(s):

Online Survey ◽

Model Performance ◽

Adoption Process ◽

Unified Theory ◽

End User ◽

Utaut Model ◽

Intention To Adopt ◽

Use Of Technology ◽

The Us ◽

Effort Expectancy

This study tests the appropriateness of the Unified Theory of Acceptance and Use of Technology (UTAUT) model in the context of end user consumption by means of an online survey with four hundred and seventy five respondents (24% response rate). The study shows which factors have the greatest impact on the adoption process of VoIP technology in the US market in addition to the interactions of the main variables in the model (Performance Expectancy, Effort Expectancy, Social Influence, and Behavioral Intention to Adopt) using Partial Least Squares (PLS). The model includes four moderator variables (Gender, Age, Experience, and Voluntariness of Use). The results of this study can be found further in the article.

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Social Media Use of Small Wineries in Alsace: Resources and Motivations Analysis

Sustainability ◽

10.3390/su13158149 ◽

2021 ◽

Vol 13 (15) ◽

pp. 8149

Author(s):

Coralie Haller ◽

Daria Plotkina ◽

Tan Vo-Thanh

Keyword(s):

Social Media ◽

Unified Theory ◽

Strategic Objectives ◽

Export Orientation ◽

Explanatory Factors ◽

Use Of Technology ◽

Effort Expectancy ◽

Facilitating Conditions ◽

Medium Businesses ◽

Wine Region

Social media (SM) plays an increasingly important role in small and medium businesses, including wineries. However, little is known about the managerial adoption and use of SM by wineries. This study aims to understand wineries’ SM usage by analysing their strategic objectives of SM usage and main differences in relation to their SM usage, as well as establishing factors contributing to SM usage. The unified theory of acceptance and use of technology (UTAUT) framework (performance expectancy, effort expectancy, social influence, and facilitating conditions) is discussed together with additional explanatory factors relevant in the studied context (attitude toward SM, self-efficacy, and anxiety). A quantitative survey of 78 wineries from the Alsace wine region of France was conducted. The results show that SM is currently used by a majority of wineries, but that strategic alignment is missing. There are significant differences in SM usage according to winery size, export orientation, and winemakers’ profiles. The results also confirm that wineries need resources and knowledge to use SM more extensively.

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Analysis of User Acceptance of ERP System on After Sales Function Using Unified Theory of Acceptance and Use of Technology (UTAUT) Model

International Journal of Advances in Data and Information Systems ◽

10.25008/ijadis.v1i1.178 ◽

2020 ◽

Vol 1 (1) ◽

pp. 26-33

Author(s):

Verina Risky Andwika ◽

R. Wahjoe Witjaksono

Keyword(s):

Social Influence ◽

Significant Influence ◽

Behavioral Intention ◽

User Acceptance ◽

Unified Theory ◽

Utaut Model ◽

Performance Expectancy ◽

Use Of Technology ◽

Effort Expectancy ◽

Facilitating Conditions

Unified Theory of Acceptance and Use of Technology (UTAUT) is a model used to describe user behavior towards the acceptance of information technology. UTAUT is a development of eight previous leading theories. UTAUT has four constructs that can be a significant direct determinant of behavioral intention and use behavioral, ie performance expectancy, effort expectancy, social influence, and facilitating conditions. This model is then used to analyze user acceptance of Enterprise Resource Planning (ERP) at PT Wijaya Toyota Dago. ERP is a system that can help companies to integrate one process with another process, in order to achieve company goals. This research will explain about the relation of factors influencing acceptance and usage of ERP by using UTAUT model. This research is an explanative research with data analysis technique using PLS (Partial Least Square). Data obtained comes from respondents who are employees of After Sales function of PT Wijaya Toyota Dago, data obtained by way of distributing the questionnaire tertuup. The sample size in this study was 37 resondents and analyzed using SPSS and SmartPLS applications. The analysis results are as follows: (1) Variable Performance Expectancy (PE) has a positive and significant influence on Behavioral Intention (BI); (2) Variable Effort Expectancy (EE) has a positive and significant influence on Behavioral Intention (BI);(3) Social Influence Variables (SI) have a positive and significant influence on Behavioral Intention (BI); (4) Variable Facilitating Conditions (FC) has a positive and significant influence on Use Behavior; (5) Social Influence (SI) variable has positive but not significant influence on Behavioral Intention (BI).

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Analyzing Indonesian Students’ Google Classroom Acceptance During COVID-19 Outbreak: Applying an Extended Unified Theory of Acceptance and Use of Technology Model

European Journal of Educational Research ◽

10.12973/eu-jer.10.4.1697 ◽

2021 ◽

Vol 10 (4) ◽

pp. 1697-1710

Author(s):

Zulherman*, Farah ◽

Farah Mohamad ◽

Darmawan Napitupulu ◽

Siti Nazuar ◽

Liszulfah Roza

Keyword(s):

Online Learning ◽

Learning Activities ◽

Unified Theory ◽

Online Questionnaire ◽

Utaut Model ◽

Performance Expectancy ◽

Use Of Technology ◽

Effort Expectancy ◽

The Government ◽

Facilitating Conditions

The primary goal of this study is to explore what makes teachers accept Google Classroom (GCR). GCR platform is an emerging technology that could support online learning activities by offering outstanding benefits such as usability, flexibility, and task adaptability. Many of the students in Indonesia have al-ready used the GCR platform since the government has tried to provide it as a free online learning tool to support learning activities during the pandemic. However, there is limited understanding of users' behavior, especially Indonesian students' acceptance of the GCR platform. The model is tested by administering the online questionnaire to 261 university students in Indonesia. The extended Unified Theory of Acceptance and Use of Technology Model (UTAUT) model has been applied to observe users’ acceptance of GCR. The result Performance expectancy (PE), Effort expectancy (EE) Social Influence (SI), Facilitating Conditions (FC), Trust of Internet (TI) and Trust of Government (TG) considerably affected users’ intention to use the GCR. Moreover, Trust of Internet (TI) and Trust of Government (TG) also knowingly impacted Performance expectancy (PE).

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Adopsi E-Commerce oleh Konsumen Milenial Pada Produk UMKM Di Kota Subang Menggunakan Model UTAUT In Consumer Contex

Jurnal Teknologi Informasi dan Ilmu Komputer ◽

10.25126/jtiik.2020712635 ◽

2020 ◽

Vol 7 (5) ◽

pp. 1021

Author(s):

Rian Piarna ◽

Ferdi Fathurohman

Keyword(s):

Social Influence ◽

Significant Relationship ◽

Behavioral Intention ◽

Unified Theory ◽

Utaut Model ◽

Performance Expectancy ◽

Use Of Technology ◽

Effort Expectancy ◽

Facilitating Conditions ◽

Use Behavior

Penelitian ini berfokus pada konsumen milenial yang melakukan belanja online produk UMKM pada e-commerce. Konsumen milenial yang semakin meningkat menjadi peluang bagi UMKM dalam target pemasaran dengan mengetahui bagaimana perilaku dalam berbelanja online. Penelitian ini bertujuan untuk mengkonfirmasi adanya hubungan positif dan signifikan antara (1) performance expectancy, (2) effort expectancy, (3) social influence, (4) facilitating condition, (5) hedonic motivation, (6) price value dan (7) habit terhadap behavioral intention. Adanya hubungan positif dan signifikan antara (8) facilitating condition dan (9) habit terhadap use behavior. Serta hubungan positif dan signifikan antara (10) behavioral intention berpengaruh signifikan terhadap use behavior. Pada hasil penelitian juga khusus melihat bagaimana usia sebagai variabel moderator mempengaruhi dalam adopsi penggunaan e-commerce. Metode pada penelitian ini menerapkan model Unified Theory of Acceptance and Use of Technology (UTAUT) yang berfokus pada perilaku konsumen. Sampel dalam penelitian ini sebanyak 150 responden milenial. Pengolahan data menggunakan SMART PLS. Hasilnya menunjukkan bahwa ada hubungan positif dan signifikan anatara social influence dan habit terhadap behavioral intenion. Ada hubungan positif dan signifikan anatara facilitating condition dan habit terhadap use behavior. Serta Ada hubungan positif dan signifikan pada behavioral intention terhadap use behavior. Hasil ini bisa menjadi referensi pelaku UMKM untuk mengembangkan pemasaran dengan mengggunakan media sosial karena konsumen milenial memiliki fasilitas untuk mengakses internet dalam aktifitasnya serta mudah dipengaruhi oleh lingkungan sosialnya. AbstractThis research focuses on millennial consumers who shop online for MSMEs products on e-commerce. Millennial consumers are increasingly becoming an opportunity for MSMEs in marketing targets by knowing how to behave online shopping. This study aims to confirm the existence of a positive and significant relationship between (1) performance expectancy, (2) effort expectancy, (3) social influence, (4) facilitating conditions, (5) hedonic motivation, (6) price value and (7) habit of behavioral intention. There is a positive and significant relationship between (8) facilitating conditions and (9) habits on use behavior. And a positive and significant relationship between (10) behavioral intention has a significant effect on use behavior. The research also specifically looks at how age as a moderating variable influences adoption of e-commerce. The method in this study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) model that focuses on consumer behavior. The sample in this study were 150 millennial respondents. Data processing using PLS SMART. The results show that there is a positive and significant relationship between social influence and habit on behavioral intention. There is a positive and significant relationship between facilitating conditions and habits on use behavior. And there is a positive and significant relationship between behavioral intention and use behavior. These results can be a reference for SMEs to develop marketing by using social media because millennial consumers have the facility to access the internet in their activities and are easily influenced by their social environment.

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