Adoption of Social Media Using Technology Acceptance Model: The Generational Effect

Adoption of Social Media Using Technology Acceptance Model: The Generational Effect

Vincent Dutot (ESG Management School, Paris, France)
Copyright: © 2014 |Pages: 18
DOI: 10.4018/ijthi.2014100102
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Abstract

1.4 billion Euros. This is the amount spent on social media marketing in Europe. This figure is expected to reach 3.2 billion in 2017 (Forrester, 2013), an increase of nearly 150%. However, from the point of view of literature, the concept of social media is still new even though the importance of technology in communication has been studied before. This research focuses on adoption of social media by investigating the digital gap that could exist between generations. Based on a quantitative survey (414 answers), CFA and SEM analyses were used to highlight the main influencers of adoption of social media per generation. Results show that age influences optimism, innovativeness, and perceived usefulness of adoption of social media.
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Literature Review

For Barelka, Jeyaral, and Walinski (2013), prior researches on technology have employed various models to examine the acceptance or usage of information technologies. These models could include the Technology Acceptance Model (TAM) (Davis, 1989), the Theory of Planned Behavior (TPB) (Ajzen, 1991), the combined TAM and TPB (Taylor and Todd, 1995), Technology Readiness (Parasuraman, 2000) or the TAM2 (Venkatesh and Davis, 2000). All of these models tried to add to the prior one in order to enhance the understanding of the adoption. With the introduction of new technologies such as social media, the current models need to be once again improved with new variables.

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