Investigating Tanzania Government Employees' Acceptance and Use of Social Media : An Empirical Validation and Extension of UTAUT

Julius Raphael Athuman Mhina · Md Gapar Md Johar

7 citations0/0 files storedInternational Journal of Managing Information Technology

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Technology Adoption and User Behaviour E-Government and Public Services Knowledge Management and Sharing

Abstract

The aim of this paper was to present factors which influence work-related adoption of social media among government employees.The study adapted the Unified Theory of Acceptance and Use of Technology (UTAUT) and integrated it with three constructs namely Hedonic Motivation (HM), Perceived Personal Image (PI) and Attitude (AT).The sample of study consisted of 600 usable responses collected using survey questionnaire from employees based in Tanzania Ministries, Departments and Agencies (MDAs) employing convenience sampling technique.The data was analyzed using Structural Equation Modelling.The results showed that, PI and HM influence attitude (AT), while PI, Social Influence (SI) and AT influence Behavior Intention (BI).Moreover, SI, PI, AT and BI showed significant effect on actual Use Behavior.Furthermore, the results showed that PI is affected positively by HM and SI.The added constructs proved to be important modifications to the UTAUT model as suggested by the increase in explained variance by UTAUT from 70% to 73% on BI and from 53% to 73% on actual use behavior.

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1991The theory of planned behavior 2003User Acceptance of Information Technology: Toward A Unified View1 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2008Technology Acceptance Model 3 and a Research Agenda on Interventions 2015A Beginner's Guide to Structural Equation Modeling

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