SOCIAL MEDIA ADOPTION AS A BUSINESS PLATFORM: AN INTEGRATED TAM-TOE FRAMEWORK
Journal Title: Polish Journal of Management Studies - Year 2018, Vol 18, Issue 2
Abstract
As a result of the advance in social media technologies, nascent entrepreneurs, especially youths can use social media to effectively operate their businesses, communicate information about their products or services, and respond to competitors with minimal cost. The purpose of this paper was to determine the factors influencing entrepreneurial students’ decision to adopt social media as a business platform in Thailand. By integrating the technology acceptance model (TAM) and the technological, organizational and environmental (TOE) framework as the conceptual parameter, data were collected through an online questionnaire-based survey that was completed by 357 respondents residing in Thailand. Structural equation modeling (SEM) was used to analyze the data and the proposed hypotheses. The results showed that the technological, organizational organization and environmental contexts had a significant impact on the adoption of social media using the perceived ease of use (PEOU) and perceived usefulness (PU) as mediating variables. The main factor that was identified as playing the most significant role in the adoption of social media by means of the PEOU and PU was the technological context followed by the environmental and organizational contexts, respectively. This paper provides an integrated TAM-TOE model as a robust format that can predict the adoption of social media as a business platform.<br/><br/>
Authors and Affiliations
Suchart Tripopsakul
Keywords
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- EP ID EP428625
- DOI 10.17512/pjms.2018.18.2.28
- Views 85
- Downloads 0
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