An integrated model for the usage and acceptance of stickers in WhatsApp through SEM-ANN approach
This analysis integrates the “technology acceptance model (TAM)” with the “use of gratifications theory (U&G)” to develop an embedded model that predicts the use and satisfaction of emotional icons called stickers through WhatsApp. The explanation for combining these two theories is tha...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2022-01-01
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| Series: | International Journal of Data and Network Science |
| Online Access: | http://www.growingscience.com/ijds/Vol6/ijdns_2022_85.pdf |
| _version_ | 1817997046135652352 |
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| author | Khadija Alhumaid Noha Alnazzawi Iman Akour Osama Al Khasoneh Raghad Alfaisal Said Salloum |
| author_facet | Khadija Alhumaid Noha Alnazzawi Iman Akour Osama Al Khasoneh Raghad Alfaisal Said Salloum |
| author_sort | Khadija Alhumaid |
| collection | DOAJ |
| description | This analysis integrates the “technology acceptance model (TAM)” with the “use of gratifications theory (U&G)” to develop an embedded model that predicts the use and satisfaction of emotional icons called stickers through WhatsApp. The explanation for combining these two theories is that U&G offers accurate information and a thorough knowledge of use, while TAM theory has been firmly established in several technical implementations. A newly developed hybrid analysis procedure has been applied within this research. Using an artificial neural network (ANN), and the structural equation model (SEM) have been combined. The research also uses the importance-performance map analysis (IPMA) to present each factor’s performance as well as importance. The ANN and IPMA research have both indicated that for sticker use intention, a highly essential predictor is Socialization. An online questionnaire survey was developed to assess the recommended model. The intention to use stickers was significantly affected by “Socialization, Self Presentation, Enjoyment, Novelty, Unique Function, Perceived Ease of Use, and Perceived Usefulness”. The research's main achievement is the convergence of two separate theories into a single conceptualization to accurately calculate the TAM components when it comes to the usage of stickers in WhatsApp. Theoretically, the recommended model provides enough insight for aspects which affect the intention to use stickers with relevance to the socialization’s factors considering interpersonal aspects. Practically, the higher education decision-makers along with professionals would extract variables that are important as compared to others and policies would be developed accordingly. The deep ANN model competence has been analyzed within the research to decide upon the non-linear associations between variables of the theoretical model, methodologically. |
| first_indexed | 2024-04-14T02:31:13Z |
| format | Article |
| id | doaj.art-882d81e3dc47405494096cfcc43e5528 |
| institution | Directory Open Access Journal |
| issn | 2561-8148 2561-8156 |
| language | English |
| last_indexed | 2024-04-14T02:31:13Z |
| publishDate | 2022-01-01 |
| publisher | Growing Science |
| record_format | Article |
| series | International Journal of Data and Network Science |
| spelling | doaj.art-882d81e3dc47405494096cfcc43e55282022-12-22T02:17:40ZengGrowing ScienceInternational Journal of Data and Network Science2561-81482561-81562022-01-01641261127210.5267/j.ijdns.2022.6.008An integrated model for the usage and acceptance of stickers in WhatsApp through SEM-ANN approachKhadija AlhumaidNoha AlnazzawiIman AkourOsama Al KhasonehRaghad Alfaisal Said Salloum This analysis integrates the “technology acceptance model (TAM)” with the “use of gratifications theory (U&G)” to develop an embedded model that predicts the use and satisfaction of emotional icons called stickers through WhatsApp. The explanation for combining these two theories is that U&G offers accurate information and a thorough knowledge of use, while TAM theory has been firmly established in several technical implementations. A newly developed hybrid analysis procedure has been applied within this research. Using an artificial neural network (ANN), and the structural equation model (SEM) have been combined. The research also uses the importance-performance map analysis (IPMA) to present each factor’s performance as well as importance. The ANN and IPMA research have both indicated that for sticker use intention, a highly essential predictor is Socialization. An online questionnaire survey was developed to assess the recommended model. The intention to use stickers was significantly affected by “Socialization, Self Presentation, Enjoyment, Novelty, Unique Function, Perceived Ease of Use, and Perceived Usefulness”. The research's main achievement is the convergence of two separate theories into a single conceptualization to accurately calculate the TAM components when it comes to the usage of stickers in WhatsApp. Theoretically, the recommended model provides enough insight for aspects which affect the intention to use stickers with relevance to the socialization’s factors considering interpersonal aspects. Practically, the higher education decision-makers along with professionals would extract variables that are important as compared to others and policies would be developed accordingly. The deep ANN model competence has been analyzed within the research to decide upon the non-linear associations between variables of the theoretical model, methodologically.http://www.growingscience.com/ijds/Vol6/ijdns_2022_85.pdf |
| spellingShingle | Khadija Alhumaid Noha Alnazzawi Iman Akour Osama Al Khasoneh Raghad Alfaisal Said Salloum An integrated model for the usage and acceptance of stickers in WhatsApp through SEM-ANN approach International Journal of Data and Network Science |
| title | An integrated model for the usage and acceptance of stickers in WhatsApp through SEM-ANN approach |
| title_full | An integrated model for the usage and acceptance of stickers in WhatsApp through SEM-ANN approach |
| title_fullStr | An integrated model for the usage and acceptance of stickers in WhatsApp through SEM-ANN approach |
| title_full_unstemmed | An integrated model for the usage and acceptance of stickers in WhatsApp through SEM-ANN approach |
| title_short | An integrated model for the usage and acceptance of stickers in WhatsApp through SEM-ANN approach |
| title_sort | integrated model for the usage and acceptance of stickers in whatsapp through sem ann approach |
| url | http://www.growingscience.com/ijds/Vol6/ijdns_2022_85.pdf |
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