Predicting the Use of Twitter in Developing Countries: Integrating Innovation Attributes, Uses and Gratifications, and Trust Approaches

Abstract

Based on the diffusion of innovation (DOI) theory (Rogers, 2003), the uses and gratifications (U&G) theory, and trust theory, this study investigated the factors that influence the use of Twitter among the Kuwaiti community. The study surveyed Twitter users in Kuwait. A structured online questionnaire was used to collect data, and 463 respondents who provided complete answers participated. Multiple regression analysis was used to examine the effect of three theoretical perspectives on Twitter usage. The result of the analysis showed that Twitter usage is better explained by DOI constructs than by U&G constructs. The findings indicated that the perceived relative advantage from DOI, and the need for information, need to pass time, and need for interpersonal utility from the U&G approach, have a direct positive significant effect on the use of Twitter. None of the trust theory constructs was found to be significant in predicting the general use of Twitter. The study results help Twitter providers and users in individual or organizational contexts to understand what factors generally affect the usage of the Twitter service.

Acceptance of ERP Systems: The Uses and Gratifications Theory Perspective

“…Thus, users' perceptions about the informativeness of a system represent a major antecedent to the acceptance and use of that system. Alajmi et al (2016) found the need for information was a key and significant predictor of Twitter use. Thus, ERP informativeness can be defined as the extent to which an ERP system provides its users with the information they need to complete their job activities.…”

“…According to UGT, consumers actively evaluate the available media and they select the media or innovation that they believe will satisfy their needs and maximize their gratification. The UGT regards individuals as agents who perform different actions based on the needs that they expect to satisfy from using a certain medium (Alajmi et al, 2016). In other words, UGT focuses on the motives for specific types of usage, and the satisfaction individuals obtain from such use.…”

“…More recently, UGT has been successfully used to understand and explain the acceptance and use of various modern communication and computer technologies such as the Internet (Stafford, Stafford, & Schkade, 2004), mobile phones (North, Johnston, & Ophoff, 2014), social media (Petersen & Johnston, 2015), Twitter (Alajmi et al, 2016), user-generated media such as youtube (Shao, 2009), and online games (Wu, Wang, & Tsai, 2010). Similarly, UGT was used as a theoretical basis for understanding why people prefer to use a specific computer-meditated communication media such as social networking sites, instant messaging, and email (Chen, 2011, Ku, Chu, & Tseng, 2013Leung, 2013;Lim, & Ting, 2012).…”

“…Similarly, UGT was used as a theoretical basis for understanding why people prefer to use a specific computer-meditated communication media such as social networking sites, instant messaging, and email (Chen, 2011, Ku, Chu, & Tseng, 2013Leung, 2013;Lim, & Ting, 2012). UGT compares well with other models used in the literature to understand and explain users' motivations to adopt and utilize various information technologies (Alajmi et al, 2016). For example, M. M. Luo and Remus (2014) found that UGT provides specific information and better understanding of usage than other models of information systems acceptance.…”

“…The proposed model in this study incorporates constructs from the Uses and Gratification Theory (UTG) (Blumler & Katz, 1974) as determinants of users' perceptions about ERP systems. The UTG offers a sound theoretical framework for studying the use of ERP systems and was successfully used to modern technologies such as Twitter (Alajmi, Alharbi, & Ghuloum, 2016). Certainly, a better understanding of the gratifications and intrinsic factors that stimulate or discourage users to use ERP systems provides valuable contributions to the design of more effective ERP systems that can maximize users' gratifications and sway them to use these systems (Hwang, 2012).…”