An assessment of influential factors developing the intention to use social media sites: A technology acceptance model based approach
The aim of this study is to elaborate the different factors which attract users to use social media sites. These main factors are subjective norms, image, efficiency and satisfaction along with the mediating role of perceived usefulness. Survey method was used to collect data from B2B fashion brands...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-10-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.983930/full |
| _version_ | 1811194506679156736 |
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| author | Tayyeba Bashir Tan Zhongfu Burhan Sadiq Uzma Niaz Faiza Anjum Hassan Mahmood |
| author_facet | Tayyeba Bashir Tan Zhongfu Burhan Sadiq Uzma Niaz Faiza Anjum Hassan Mahmood |
| author_sort | Tayyeba Bashir |
| collection | DOAJ |
| description | The aim of this study is to elaborate the different factors which attract users to use social media sites. These main factors are subjective norms, image, efficiency and satisfaction along with the mediating role of perceived usefulness. Survey method was used to collect data from B2B fashion brands in Pakistan. Convenient sampling technique was used to collect data from targeted respondents. Collected data was analyzed using Smart-PLS 3.3 version. Results express that subjective norms, image, efficiency and satisfaction have positive and significant impact on perceived usefulness and intention to use social media sites in B2B context within Pakistani fashion brands. Results further reveal that perceived usefulness partially mediates the relationship between subjective norms, image, efficiency, satisfaction and intention to use social media sites. This study will enhance the available literature in the area of technology acceptance model (TAM) and will provide useful insights to B2B managers to use efficiently use social media sites for the promotion of their brands. This study is limited to fashion brands, future researchers can expand this model to other area of business. |
| first_indexed | 2024-04-12T00:27:16Z |
| format | Article |
| id | doaj.art-fb9feda09c5d457ab659af30d37039af |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-12T00:27:16Z |
| publishDate | 2022-10-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-fb9feda09c5d457ab659af30d37039af2022-12-22T03:55:28ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-10-011310.3389/fpsyg.2022.983930983930An assessment of influential factors developing the intention to use social media sites: A technology acceptance model based approachTayyeba Bashir0Tan Zhongfu1Burhan Sadiq2Uzma Niaz3Faiza Anjum4Hassan Mahmood5School of Economics and Management, North China Electric Power University, Beijing, ChinaSchool of Economics and Management, North China Electric Power University, Beijing, ChinaSchool of Economics and Management, North China Electric Power University, Beijing, ChinaDepartment of Sociology, The Women University Multan, Multan, PakistanNational Textile University, Faisalabad, PakistanSchool of Economics and Management, North China Electric Power University, Beijing, ChinaThe aim of this study is to elaborate the different factors which attract users to use social media sites. These main factors are subjective norms, image, efficiency and satisfaction along with the mediating role of perceived usefulness. Survey method was used to collect data from B2B fashion brands in Pakistan. Convenient sampling technique was used to collect data from targeted respondents. Collected data was analyzed using Smart-PLS 3.3 version. Results express that subjective norms, image, efficiency and satisfaction have positive and significant impact on perceived usefulness and intention to use social media sites in B2B context within Pakistani fashion brands. Results further reveal that perceived usefulness partially mediates the relationship between subjective norms, image, efficiency, satisfaction and intention to use social media sites. This study will enhance the available literature in the area of technology acceptance model (TAM) and will provide useful insights to B2B managers to use efficiently use social media sites for the promotion of their brands. This study is limited to fashion brands, future researchers can expand this model to other area of business.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.983930/fullperceived usefulnesssubjective normssocial media sitesefficiencysatisfactiontechnology acceptance model |
| spellingShingle | Tayyeba Bashir Tan Zhongfu Burhan Sadiq Uzma Niaz Faiza Anjum Hassan Mahmood An assessment of influential factors developing the intention to use social media sites: A technology acceptance model based approach Frontiers in Psychology perceived usefulness subjective norms social media sites efficiency satisfaction technology acceptance model |
| title | An assessment of influential factors developing the intention to use social media sites: A technology acceptance model based approach |
| title_full | An assessment of influential factors developing the intention to use social media sites: A technology acceptance model based approach |
| title_fullStr | An assessment of influential factors developing the intention to use social media sites: A technology acceptance model based approach |
| title_full_unstemmed | An assessment of influential factors developing the intention to use social media sites: A technology acceptance model based approach |
| title_short | An assessment of influential factors developing the intention to use social media sites: A technology acceptance model based approach |
| title_sort | assessment of influential factors developing the intention to use social media sites a technology acceptance model based approach |
| topic | perceived usefulness subjective norms social media sites efficiency satisfaction technology acceptance model |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.983930/full |
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