An assessment of influential factors developing the intention to use social media sites: A technology acceptance model based approach

Abstract

The aim of this study is to elaborate the different factors which attract users to use social media sites. These main factors are subjective norms, image, efficiency and satisfaction along with the mediating role of perceived usefulness. Survey method was used to collect data from B2B fashion brands in Pakistan. Convenient sampling technique was used to collect data from targeted respondents. Collected data was analyzed using Smart-PLS 3.3 version. Results express that subjective norms, image, efficiency and satisfaction have positive and significant impact on perceived usefulness and intention to use social media sites in B2B context within Pakistani fashion brands. Results further reveal that perceived usefulness partially mediates the relationship between subjective norms, image, efficiency, satisfaction and intention to use social media sites. This study will enhance the available literature in the area of technology acceptance model (TAM) and will provide useful insights to B2B managers to use efficiently use social media sites for the promotion of their brands. This study is limited to fashion brands, future researchers can expand this model to other area of business.

Factors Affecting Technological Readiness and Acceptance of Induction Stoves: A Pilot Project

“…Previous studies have shown the possible effects of technology adoption on its users [52,68,87,96]. These results were consistent with the findings of the study (Hypothesis 9;10;11;12).…”

“…TAM is continuously updated and modified to incorporate new variables and contemporary applications of technology based on the respective study objectives. These applications include social media [52], agricultural sensor technology [53], autonomous and battery electric vehicles [54], electric vehicle charging [55,56], mobile learning technology [57], intelligent information technology [58], electric vehicles [46,59], digital transformation in hospitals [60], and virtual reality [47].…”