Using UTAUT Model to Predict Social Media Adoption among Indonesian SMEs

Fatmah Amir Abdat

20 citations0/0 files storedSaudi Journal of Economics and Finance

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Technology Adoption and User Behaviour Digital Marketing and Social Media SMEs Development and Digital Marketing

Abstract

The purpose of this paper was to predict the factors that influence the adoption of Social Media Apps (SMA) among Indoneisan SMEs to promote and market their business using UTAUT (Unified Theory of Acceptance and Use of Technology theory) approach.These factors include performance expectancy, effort expectancy, social influence, and facilitating conditions.To fulfill these aims, a quantitative research was adopted.Data were taken using a questionnaire from total of 162 respondents, namely the owner or manager of SMEs.The sampling technique used was non-probability sampling.Then, the data was tested using Partial Least Square.The findings of this study revealed that the model was able to explain 61% of the variance in behavioral intention.Result showed that the variables such as performance expectancy, social influence, and facilitating conditions had positive and significant effect on behavioral intention to adopt social media apps.On the other hand, effort expectancy had no significant effect on behavioral intention.Based on results, theoretical and practical implications are provided for scholars, SMEs' owner and manager.

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References

2003User Acceptance of Information Technology: Toward A Unified View1 2003User Acceptance of Information Technology: Toward a Unified View 2017Understanding factors influencing the adoption of mHealth by the elderly: An extension of the UTAUT model 2013Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM 2017Security-related factors in extended UTAUT model for NFC based mobile payment in the restaurant industry 2015Factors influencing the use of social media by SMEs and its performance outcomes 2015A generalised adoption model for services: A cross-country comparison of mobile health (m-health)2018Role of big data management in enhancing big data decision-making capability and quality among Chinese firms: A dynamic capabilities view

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