Antecedents of Corporate Adoption of Social Media and the Role of the Technology Acceptance Model in the Path
Journal of Asian Finance, Economics and Business, Vol. 3, No. 2, pp.67-76. DOI: 10.13106/jafeb.2016.vol3.no2.67
10 Pages Posted: 20 Dec 2017
Date Written: May 30, 2016
The paper explores determinants of corporate adoption of social media and the role of technology acceptance model in the path. This paper assimilates some components of the technology acceptance dimension and social expectation theories to determine corporate intentions to use social media. Six hundred and forty-eight samples collected from hotel staff in Korea are analyzed using factor analysis, structural equation model techniques and one-way analysis of variance. The results show that corporate needs, social expectations, ease of use and usefulness should be viewed as important antecedents explaining the firm’s behavioral intention to use social media. The study also finds that the ease of use and usefulness of the technology acceptance model have positive directional mediation effects in the path diagram.
Keywords: social media, corporate adoption, corporate needs, technology acceptance, social expectation
JEL Classification: M14, M15, M31, M39
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