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
Related Articles
- EP ID EP428625
- DOI 10.17512/pjms.2018.18.2.28
- Views 71
- Downloads 0
AN ANALYSIS OF ONLINE CONSUMER SHOPPING BEHAVIOUR
The objective of the article is to sum up the theoretical basis of the issue, analyse shopping behaviour of consumers on the Internet in terms of applied marketing activities and research the contexts based on selected f...
BUSINESS INTELLIGENCE IN CLOUD
The paper reviews and critiques current research on Business Intelligence (BI) in cloud. This review highlights that organizations face various challenges using BI cloud. The research objectives for this study are a conc...
Role of Public Management in Elimination Regional Disparities
The purpose of the work is to identify the causes and estimate regional disproportions using the method based on the use of the ratio of the dynamics of the indicator of Gross regional product per capita of the regions a...
THE USE OF IT SYSTEMS SUPPORTING THE REALIZATION OF BUSINESS PROCESSES IN ENTERPRISES AND SUPPLY CHAINS IN POLAND
In the dynamically changing environment, businesses increasingly cooperate within the framework of a supply chain which coordinates and integrates processes. Such tasks can be realized through the implementation of appro...
Editorial Volume 1
Editorial Volume 1<br/><br/>