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

See all articles by Jung Wan Lee

Jung Wan Lee

Boston University - Department of Administrative Sciences

Kip Becker

Boston University - Department of Administrative Sciences

Rajasekhara Mouly Potluri

American University of Nigeria - School of Business, Economics, and Entrepreneurship

Date Written: May 30, 2016

Abstract

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

Suggested Citation

Lee, Jung Wan and Becker, Kip and Potluri, Rajasekhara Mouly, Antecedents of Corporate Adoption of Social Media and the Role of the Technology Acceptance Model in the Path (May 30, 2016). Journal of Asian Finance, Economics and Business, Vol. 3, No. 2, pp.67-76. DOI: 10.13106/jafeb.2016.vol3.no2.67 . Available at SSRN: https://ssrn.com/abstract=3089058 or http://dx.doi.org/10.2139/ssrn.3089058

Jung Wan Lee (Contact Author)

Boston University - Department of Administrative Sciences ( email )

808 Commonwealth Avenue
Boston, MA 02215
United States
617 358 5627 (Phone)
617 353 6840 (Fax)

HOME PAGE: http://www.bu.edu/met

Kip Becker

Boston University - Department of Administrative Sciences ( email )

United States

Rajasekhara Mouly Potluri

American University of Nigeria - School of Business, Economics, and Entrepreneurship ( email )

Lamido Zubairu Way
Yola By-Pass
Yola, Adamawa State
Nigeria

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