Social media in the context of technology acceptance model

Abstract

Based on the analysis of previous research in the field of technological acceptance models, the aim of this study is to clarify the significance of individual social media factors in connection with the use of electronic banking in the light of unified theory of acceptance and use of technology.The aim of the article is to describe a model that identifies the influence of social media use factors on the use of electronic banking.The purpose of this model is to explain how these factors influence user behavior in the context of using electronic banking.To obtain primary data sources, we used the exploratory method through a questionnaire survey, which was attended by 948 respondents who are Internet users and users of banking services in an electronic environment.We verified the adequacy of the composition of the research sample with Cronbach alpha.We solved the verification of hypotheses through confirmatory factor analysis and modeling of structural equations.The results, using the WLSMV estimation method, found a negative significant impact (negative linear dependence) of the social media factor on the expected efforts, which are further related to the use of electronic banking.

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