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An exploration of social networking sites (SNS) adoption in Malaysia using technology acceptance model (TAM), theory of planned behavior (TPB) and intrinsic motivation

The objective of the paper is to explore the factors that encourage students to adopt social network sites (SNS) in Malaysia and to use the study’s findings to develop guidelines for SNS providers on how to maximize the rate of adoption. A conceptual model of Technology Acceptance Model (TAM), Theor...

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Main Authors: Goh Say Leng, Suddin Lada, Mohd Zulkifli Muhammad, Ag Asri Hj Ag Ibrahim, Tamrin Amboala
Format: Article
Language:English
English
Published: Array Development 2011
Subjects:
DS Asia
T Technology (General)
Online Access:https://eprints.ums.edu.my/id/eprint/30089/1/An%20exploration%20of%20social%20networking%20sites%20%28SNS%29%20adoption%20in%20Malaysia%20using%20technology%20acceptance%20model%20%28TAM%29-Abstract.pdf
https://eprints.ums.edu.my/id/eprint/30089/2/An%20exploration%20of%20social%20networking%20sites%20%28SNS%29%20adoption%20in%20Malaysia%20using%20Technology%20Acceptance%20Model%20%28TAM%29.pdf
https://eprints.ums.edu.my/id/eprint/30089/
http://ilkogretim-online.org/fulltext/218-1613383790.pdf?1615515149 , x
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spelling my.ums.eprints.300892021-07-27T14:26:07Z https://eprints.ums.edu.my/id/eprint/30089/ An exploration of social networking sites (SNS) adoption in Malaysia using technology acceptance model (TAM), theory of planned behavior (TPB) and intrinsic motivation Goh Say Leng Suddin Lada Mohd Zulkifli Muhammad Ag Asri Hj Ag Ibrahim Tamrin Amboala DS Asia T Technology (General) The objective of the paper is to explore the factors that encourage students to adopt social network sites (SNS) in Malaysia and to use the study’s findings to develop guidelines for SNS providers on how to maximize the rate of adoption. A conceptual model of Technology Acceptance Model (TAM), Theory of Planned Behaviour (TPB) and intrinsic motivation is proposed and empirically tested in the context of SNS usage. Structural Equation modelling was used on the survey data from 283 university students to test the model fit and corresponding hypotheses. The results show that both TAM and TPB were supported in their predictions of SNS usage intention and perceived enjoyment is a more significant antecedent of attitude as compared to perceived usefulness. Other than communicating with others, the users are looking for fun and enjoyment from using SNS. The relationships between the factors were also presented. Theoretical and managerial implications are discussed at the end of the article. The paper has addressed two limitations that provide opportunities for other researchers to explore them in depth in the future in the similar field of social network sites (SNS). The limitations are presented in the conclusion’s part. For researchers, this paper provides a framework to identify and understand the way the potential key factors contribute to the adoption of SNS. For practitioners, this framework lists the features that specifically attract SNS users. Understanding users’ preferences is of major importance in e businesses for making strategic decisions to increase user satisfaction, as well as improving the performance of the business. Array Development 2011-08 Article PeerReviewed text en https://eprints.ums.edu.my/id/eprint/30089/1/An%20exploration%20of%20social%20networking%20sites%20%28SNS%29%20adoption%20in%20Malaysia%20using%20technology%20acceptance%20model%20%28TAM%29-Abstract.pdf text en https://eprints.ums.edu.my/id/eprint/30089/2/An%20exploration%20of%20social%20networking%20sites%20%28SNS%29%20adoption%20in%20Malaysia%20using%20Technology%20Acceptance%20Model%20%28TAM%29.pdf Goh Say Leng and Suddin Lada and Mohd Zulkifli Muhammad and Ag Asri Hj Ag Ibrahim and Tamrin Amboala (2011) An exploration of social networking sites (SNS) adoption in Malaysia using technology acceptance model (TAM), theory of planned behavior (TPB) and intrinsic motivation. Journal of Internet Banking and Commerce, 16 (2). pp. 1-27. ISSN 1204-5357 http://ilkogretim-online.org/fulltext/218-1613383790.pdf?1615515149 , x
institution Universiti Malaysia Sabah
building UMS Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sabah
content_source UMS Institutional Repository
url_provider http://eprints.ums.edu.my/
language English
English
topic DS Asia
T Technology (General)
spellingShingle DS Asia
T Technology (General)
Goh Say Leng
Suddin Lada
Mohd Zulkifli Muhammad
Ag Asri Hj Ag Ibrahim
Tamrin Amboala
An exploration of social networking sites (SNS) adoption in Malaysia using technology acceptance model (TAM), theory of planned behavior (TPB) and intrinsic motivation
description The objective of the paper is to explore the factors that encourage students to adopt social network sites (SNS) in Malaysia and to use the study’s findings to develop guidelines for SNS providers on how to maximize the rate of adoption. A conceptual model of Technology Acceptance Model (TAM), Theory of Planned Behaviour (TPB) and intrinsic motivation is proposed and empirically tested in the context of SNS usage. Structural Equation modelling was used on the survey data from 283 university students to test the model fit and corresponding hypotheses. The results show that both TAM and TPB were supported in their predictions of SNS usage intention and perceived enjoyment is a more significant antecedent of attitude as compared to perceived usefulness. Other than communicating with others, the users are looking for fun and enjoyment from using SNS. The relationships between the factors were also presented. Theoretical and managerial implications are discussed at the end of the article. The paper has addressed two limitations that provide opportunities for other researchers to explore them in depth in the future in the similar field of social network sites (SNS). The limitations are presented in the conclusion’s part. For researchers, this paper provides a framework to identify and understand the way the potential key factors contribute to the adoption of SNS. For practitioners, this framework lists the features that specifically attract SNS users. Understanding users’ preferences is of major importance in e businesses for making strategic decisions to increase user satisfaction, as well as improving the performance of the business.
format Article
author Goh Say Leng
Suddin Lada
Mohd Zulkifli Muhammad
Ag Asri Hj Ag Ibrahim
Tamrin Amboala
author_facet Goh Say Leng
Suddin Lada
Mohd Zulkifli Muhammad
Ag Asri Hj Ag Ibrahim
Tamrin Amboala
author_sort Goh Say Leng
title An exploration of social networking sites (SNS) adoption in Malaysia using technology acceptance model (TAM), theory of planned behavior (TPB) and intrinsic motivation
title_short An exploration of social networking sites (SNS) adoption in Malaysia using technology acceptance model (TAM), theory of planned behavior (TPB) and intrinsic motivation
title_full An exploration of social networking sites (SNS) adoption in Malaysia using technology acceptance model (TAM), theory of planned behavior (TPB) and intrinsic motivation
title_fullStr An exploration of social networking sites (SNS) adoption in Malaysia using technology acceptance model (TAM), theory of planned behavior (TPB) and intrinsic motivation
title_full_unstemmed An exploration of social networking sites (SNS) adoption in Malaysia using technology acceptance model (TAM), theory of planned behavior (TPB) and intrinsic motivation
title_sort exploration of social networking sites (sns) adoption in malaysia using technology acceptance model (tam), theory of planned behavior (tpb) and intrinsic motivation
publisher Array Development
publishDate 2011
url https://eprints.ums.edu.my/id/eprint/30089/1/An%20exploration%20of%20social%20networking%20sites%20%28SNS%29%20adoption%20in%20Malaysia%20using%20technology%20acceptance%20model%20%28TAM%29-Abstract.pdf
https://eprints.ums.edu.my/id/eprint/30089/2/An%20exploration%20of%20social%20networking%20sites%20%28SNS%29%20adoption%20in%20Malaysia%20using%20Technology%20Acceptance%20Model%20%28TAM%29.pdf
https://eprints.ums.edu.my/id/eprint/30089/
http://ilkogretim-online.org/fulltext/218-1613383790.pdf?1615515149 , x
_version_ 1760230717103538176
score 13.211869

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