Explaining Social Media Adoption for a Business Purpose: An Application of the UTAUT Model
Abstract
:1. Introduction
2. Literature Review
2.1. Social Media and Entrepreneurship
2.2. Technology Adoption Models
2.3. Hypothesis Development
3. Research Methodology
3.1. Research Design and Data Collection
3.2. Questionnaire Development
4. Results and Discussions
4.1. Descriptive Statistic Results
4.2. Structural Model and Hypotheses Testing
5. Discussion and Conclusions
5.1. Theoretical Implications
5.2. Practical and Managerial Implications
6. Limitation and Research Recommendation
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Constructs | Items | Observed Variables |
---|---|---|
Performance Expectancy (PE) | PE1 | Social media are useful for running your business. |
PE2 | Using online social media will make you more profitable in doing business. | |
PE3 | Using social media can increase your chances of achieving your business goals. | |
PE4 | Using social media can help improve the quality of your existing business information. | |
PE5 | Using online social media will allow you to spend less time achieving your business goals. | |
Effort Expectancy (EE) | EE1 | Learning to use online social media to do business is easy for you. |
EE2 | You expect the use of social media to do business is clear and understandable. | |
EE3 | It’s easy for you to become proficient in using social media to do business. | |
EE4 | Using online social media will help you achieve faster trading. | |
Social Influence (SI) | SI1 | People who are important to me think that I should use social media for a business purpose |
SI2 | People who influence my behavior think that I should use social media for a business purpose | |
SI3 | People whose opinions that I value prefer that I use social media for a business purpose | |
SI4 | People around me consider it is appropriate to use social media for a business purpose | |
Facilitating Conditions (FC) | FC1 | You have the necessary knowledge to use online social media to do business. |
FC2 | You have acquaintances who can help you when faced with social media issues. | |
FC3 | You have the resources you need to use online social media to do business. | |
FC4 | Social media work well with other platforms you use. | |
Behavioral Intention (BI) | BI1 | You are determined to use social media to do business in the next month. |
BI2 | You expect that you should use online social media to do business in the next month. | |
BI3 | You plan to use social media to do business in the next month. | |
BI4 | You will use social media when you have a business need. | |
Use Behavior (UB) | UB1 | You often use social media for doing your business. |
UB2 | You have been using social media regularly to communicate with stakeholders. | |
UB3 | You have been using social media in my daily life for business purposes. | |
UB4 | You take advantage of online social networks to do business. |
Item | Description | Sample | % |
---|---|---|---|
Gender | Male | 81 | 41.3 |
Female | 115 | 58.7 | |
Age | 20–25 | 20 | 10.2 |
26–30 | 32 | 16.3 | |
31–35 | 22 | 11.2 | |
36–40 | 45 | 23.0 | |
41–45 | 40 | 20.4 | |
46–50 | 17 | 8.7 | |
51–55 | 12 | 6.1 | |
55–60 | 4 | 2.0 | |
Above 60 | 4 | 2.0 | |
Marital Status | Single | 102 | 52.0 |
Married | 88 | 44.9 | |
Other | 6 | 3.1 | |
Education | Below Undergraduate | 5 | 2.6 |
Undergraduate | 112 | 57.1 | |
Postgraduate | 79 | 40.3 | |
Occupation | Student | 23 | 11.7 |
Government Officer | 38 | 19.4 | |
Private Company Officer | 81 | 41.3 | |
Entrepreneur | 54 | 27.6 | |
Income (USD) | Less than 501 | 23 | 11.7 |
501–1169 | 42 | 21.4 | |
1170–1837 | 47 | 24.0 | |
More than 1837 | 84 | 42.9 | |
Daily Time Spent on Social Media | Less than one hour | - | - |
One hour–two hours | 34 | 17.3 | |
Three hours–four hours | 64 | 32.7 | |
More than four hours | 98 | 50.0 | |
Favorite Time to Use Social Media | 06.01–12.00 | 9 | 4.6 |
12.01–18.00 | 41 | 20.9 | |
18.01–24.00 | 145 | 74.0 | |
24.01–06.00 | 1 | 0.5 |
Questions | Items | Mean | SD | Interpretation |
---|---|---|---|---|
In the past three months, how frequently do you use social media through the following devices? | Smartphone/Mobile | 4.65 | 0.67 | Always |
Laptop/Notebook | 3.07 | 1.22 | Sometimes | |
Desktop/PC | 2.10 | 1.31 | Rarely | |
Others such as Tablets | 2.26 | 1.24 | Rarely | |
From the following online social networking applications, could you rate how useful these online applications for a business purpose? | 4.32 | 0.75 | Extremely important | |
Facebook Messenger | 3.36 | 1.12 | Moderately important | |
3.49 | 1.19 | Very important | ||
YouTube | 3.62 | 0.95 | Very important | |
LINE | 4.24 | 0.82 | Very important | |
2.04 | 1.08 | Slightly important | ||
2.40 | 1.11 | Slightly important |
Construct | Item Code | Item Loadings | CR | AVE | Cronbach’s Alpha |
---|---|---|---|---|---|
Performance Expectancy (PE) | PE1 | 0.772 | 0.896 | 0.636 | 0.897 |
PE2 | 0.845 *** | ||||
PE3 | 0.894 *** | ||||
PE4 | 0.799 *** | ||||
PE5 | 0.658 *** | ||||
Effort Expectancy (EE) | EE1 | 0.791 | 0.853 | 0.592 | 0.853 |
EE2 | 0.803 *** | ||||
EE3 | 0.755 *** | ||||
EE4 | 0.727 *** | ||||
Social Influence (SI) | SI1 | 0.839 | 0.823 | 0.540 | 0.821 |
SI2 | 0.743 *** | ||||
SI3 | 0.682 *** | ||||
SI4 | 0.664 *** | ||||
Facilitating Conditions (FC) | FC1 | 0.741 | 0.850 | 0.586 | 0.854 |
FC2 | 0.732 *** | ||||
FC3 | 0.782 *** | ||||
FC4 | 0.805 *** | ||||
Behavioral Intention (BI) | BI1 | 0.954 | 0.974 | 0.925 | 0.878 |
BI2 | 0.980 *** | ||||
BI3 | 0.951 *** | ||||
BI4 | 0.315 (Deleted) | ||||
Use Behavior (UB) | UB1 | 0.903 | 0.930 | 0.815 | 0.853 |
UB2 | 0.939 *** | ||||
UB3 | 0.373 (Deleted) | ||||
UB4 | 0.865 *** |
PE | EE | SI | FC | BI | UB | |
---|---|---|---|---|---|---|
PE | 0.798 | |||||
EE | 0.601 | 0.770 | ||||
SI | 0.584 | 0.554 | 0.735 | |||
FC | 0.531 | 0.654 | 0.589 | 0.766 | ||
BI | 0.574 | 0.523 | 0.583 | 0.596 | 0.962 | |
UB | 0.614 | 0.551 | 0.525 | 0.604 | 0.566 | 0.903 |
Hypotheses | Relationship | Estimate (b) | Result |
---|---|---|---|
H1 | PE → BI | 0.387 *** | Accepted |
H2 | EE → BI | 0.335 *** | Accepted |
H3 | SI → BI | 0.373 *** | Accepted |
H4 | FC → UB | 0.404 *** | Accepted |
H5 | BI → UB | 0.637 *** | Accepted |
ANOVA | ||||||
---|---|---|---|---|---|---|
Sum of Squares | df | Mean Square | F | Sig. | ||
BI × AGE | Between Groups | 5.129 | 7 | 0.733 | 2.494 | 0.018 |
Within Groups | 227.253 | 188 | 1.209 | - | - | |
Total | 232.381 | 195 | - | - | - | |
UB × AGE | Between Groups | 30.056 | 7 | 4.294 | 4.231 | 0.000 |
Within Groups | 181.212 | 188 | 0.964 | - | - | |
Total | 211.269 | 195 | - | - | - | |
PE × AGE | Between Groups | 8.634 | 7 | 1.233 | 3.860 | 0.001 |
Within Groups | 98.580 | 188 | 0.524 | - | - | |
Total | 107.214 | 195 | - | - | ||
EE × AGE | Between Groups | 7.909 | 7 | 1.130 | 2.192 | 0.037 |
Within Groups | 96.902 | 188 | 0.515 | - | - | |
Total | 104.811 | 195 | - | - | - | |
SI × AGE | Between Groups | 7.588 | 7 | 1.084 | 4.421 | 0.000 |
Within Groups | 100.502 | 188 | 0.535 | - | - | |
Total | 108.090 | 195 | - | - | ||
FC × AGE | Between Groups | 15.869 | 7 | 2.267 | 4.166 | 0.000 |
Within Groups | 102.316 | 188 | 0.544 | - | - | |
Total | 118.185 | 195 | - | - | - | |
BI × EN | Between Groups | 30.681 | 1 | 30.681 | 29.510 | 0.000 |
Within Groups | 201.700 | 194 | 1.040 | - | - | |
Total | 232.381 | 195 | - | - | - | |
UB × EN | Between Groups | 20.603 | 1 | 20.603 | 20.963 | 0.000 |
Within Groups | 190.666 | 194 | 0.983 | - | - | |
Total | 211.269 | 195 | - | - | - |
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Puriwat, W.; Tripopsakul, S. Explaining Social Media Adoption for a Business Purpose: An Application of the UTAUT Model. Sustainability 2021, 13, 2082. https://doi.org/10.3390/su13042082
Puriwat W, Tripopsakul S. Explaining Social Media Adoption for a Business Purpose: An Application of the UTAUT Model. Sustainability. 2021; 13(4):2082. https://doi.org/10.3390/su13042082
Chicago/Turabian StylePuriwat, Wilert, and Suchart Tripopsakul. 2021. "Explaining Social Media Adoption for a Business Purpose: An Application of the UTAUT Model" Sustainability 13, no. 4: 2082. https://doi.org/10.3390/su13042082
APA StylePuriwat, W., & Tripopsakul, S. (2021). Explaining Social Media Adoption for a Business Purpose: An Application of the UTAUT Model. Sustainability, 13(4), 2082. https://doi.org/10.3390/su13042082