Determinants of Users’ Intention to Use Social Media Apps
Öz
This
study examines to understand the smartphone users' attitudes and intention
towards social media apps with the perspective of three widely used models;
uses and gratification (U&G) theory's psychological motivations factors
(entertainment, sociality, and information), innovation diffusion theory (IDT)
and the technology acceptance model (TAM). Thus, in the framework of this
research, the proposed research model consists of three respective models. The
random sampling technique used to collect research samples from Usak province
in Turkey. The data used in testing the
research model collected by the questionnaires. The numbers of the valid survey
collected were 527. The structural equation modeling conducted to analyze the
research assumptions and model. The outcomes indicate that the users' perceived
ease of use (PEOU) influenced by complexity, relative advantage, observability,
trialability. Perceived usefulness (PU) affected by compatibility, relative
advantage, observability, trialability, and PEOU, while with attitude together
influencing intention to use social media app. Another outcome showed that
attitude determined by sociality, entertainment, PEOU, and PU. Empirical
results also provided support for the integrative approach. The results show
that TAM in the extension of an innovation diffusion theory and psychological
motivations can help decision-makers in the social media app.
Anahtar Kelimeler
Uses and Gratification Theory,Innovation Diffusion Theory,Technology Acceptance Model
Kaynakça
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