Technology acceptance model (TAM) and social media usage: an empirical study on Facebook
Abstract
Purpose – Given the widespread popularity of social media, such as Twitter, Facebook, Google+, and LinkedIn, theorizing and understanding the user attitude and usage behavior of social media site is fundamental in developing future understandings and deployment of these new technologies. One approach to such studies on drivers of social media usage behavior would be to revisit the technology acceptance model (TAM). The purpose of this paper is to discuss these issues. Design/methodology/approach – Decades of extensive research have focussed on validating the TAM, proposed by Davis (1986), for various types of information systems and communication technologies. TAM forecasts individual adoption and voluntary use of technology. This study examines individual adoption behavior of the most popular social networking site Facebook. The influences on the intention of using social networking based on individual's perceived ease of use (EU), the user's critical mass (CM), social networking site capability (CP), perceived playfulness (PP), trustworthiness (TW), and perceived usefulness (PU) is empirically examined with a primary data set of 398 users of Facebook gathered from a web-based questionnaire survey. Findings – The results demonstrate that the revised social media TAM model proposed in this study supports all the hypotheses of social media usage behavior. The results of this study provide evidence for the importance of additional key variables to TAM in considering user engage…
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Rauniar et al. [40] found that when social networking sites were perceived as easy to use, users perceived those sites as useful, and perceived usefulness and intention to use were significantly correlated.
“For example, Rauniar et al. [40] investigated which factors affected Facebook users’ attitude and acceptance of SNSs and found not only that when social networking sites were perceived as easy to use, users perceived those sites as useful but also that perceived usefulness and intention to use were significantly correlated.”
From Determinants of user acceptance of a specific social platform for older adults: An empirical examination of user interface characteristics and behavioral intention (2017) · cites this paper as Rauniar et al. [40]
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- Authors
- Rauniar, R., Rawski, G., Yang, J., & Johnson, B.
- Affiliations
- Texas A&M University-Victoria (US)
- University of Evansville (US)
- Venue
- Journal of Enterprise Information Management
- Publisher
- Emerald
- Published
- 2014-02-04
- Volume
- 27
- Issue
- 1
- Pages
- 6-30
- ISSN
- 1741-0398 (ISSN-L)
- OpenAlex
- W2019089262
- Cited by
- 937
- References
- 20
- Citations by year
- 2026: 31 · 2025: 54 · 2024: 69 · 2023: 132 · 2022: 127 · 2021: 150 · 2020: 102 · 2019: 75 · 2018: 91 · 2017: 48 · 2016: 35 · 2015: 17 · 2014: 6
- FWCI
- 65.98
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Enterprise Information Management (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Physical Sciences › Computer Science › Human-Computer Interaction › Innovative Human-Technology Interaction
- Social Sciences › Communication › Knowledge Management and Sharing
- Keywords
- technology acceptance model, social media use, Facebook, social networking sites, perceived ease of use, perceived usefulness, trustworthiness, perceived playfulness, critical mass, social media adoption, user intention, user engagement
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