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Key determinants of Instagram usage among Malaysian public university students: an extended technology acceptance model

This research seeks to investigate the influencing factors affecting students’ intention of Instagram usage in Universiti Putra Malaysia. Drawn on the theoretical framework of the Technology Acceptance Model (TAM), social influence and self-efficacy were additionally incorporated to extend the TAM....

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Main Authors: Tian, Yang, Syed Zainudin, Sharifah Sofiah, Mohd Jalis, Farhana Muslim, Chan, Tak Jie
Format: Article
Published: Redfame Publishing 2023
Online Access:http://psasir.upm.edu.my/id/eprint/109358/
https://redfame.com/journal/index.php/smc/article/view/5995
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spelling my.upm.eprints.1093582024-08-05T03:17:57Z http://psasir.upm.edu.my/id/eprint/109358/ Key determinants of Instagram usage among Malaysian public university students: an extended technology acceptance model Tian, Yang Syed Zainudin, Sharifah Sofiah Mohd Jalis, Farhana Muslim Chan, Tak Jie This research seeks to investigate the influencing factors affecting students’ intention of Instagram usage in Universiti Putra Malaysia. Drawn on the theoretical framework of the Technology Acceptance Model (TAM), social influence and self-efficacy were additionally incorporated to extend the TAM. A total of 373 online questionnaires were distributed to the targeted respondents. The PLS-SEM was applied for data analysis and the outcome shows that behavioral intention was positively anticipated by perceived usefulness, perceived ease of use, and social influence, while behavioral intention significantly impacts actual use. Meanwhile, the moderating effect of self-efficacy was found insignificant. The current study brings about empirical evidence in terms of the predictors anticipating students’ intention to use Instagram as an interactive platform by extending the TAM model. The outcome of the paper can serve as guidance for service providers in improving Instagram in the future. Redfame Publishing 2023-09 Article PeerReviewed Tian, Yang and Syed Zainudin, Sharifah Sofiah and Mohd Jalis, Farhana Muslim and Chan, Tak Jie (2023) Key determinants of Instagram usage among Malaysian public university students: an extended technology acceptance model. Studies in Media and Communication, 11 (6). 158 - 170. ISSN 2325-8071; ESSN: 2325-808X https://redfame.com/journal/index.php/smc/article/view/5995 10.11114/smc.v11i6.5995
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description This research seeks to investigate the influencing factors affecting students’ intention of Instagram usage in Universiti Putra Malaysia. Drawn on the theoretical framework of the Technology Acceptance Model (TAM), social influence and self-efficacy were additionally incorporated to extend the TAM. A total of 373 online questionnaires were distributed to the targeted respondents. The PLS-SEM was applied for data analysis and the outcome shows that behavioral intention was positively anticipated by perceived usefulness, perceived ease of use, and social influence, while behavioral intention significantly impacts actual use. Meanwhile, the moderating effect of self-efficacy was found insignificant. The current study brings about empirical evidence in terms of the predictors anticipating students’ intention to use Instagram as an interactive platform by extending the TAM model. The outcome of the paper can serve as guidance for service providers in improving Instagram in the future.
format Article
author Tian, Yang
Syed Zainudin, Sharifah Sofiah
Mohd Jalis, Farhana Muslim
Chan, Tak Jie
spellingShingle Tian, Yang
Syed Zainudin, Sharifah Sofiah
Mohd Jalis, Farhana Muslim
Chan, Tak Jie
Key determinants of Instagram usage among Malaysian public university students: an extended technology acceptance model
author_facet Tian, Yang
Syed Zainudin, Sharifah Sofiah
Mohd Jalis, Farhana Muslim
Chan, Tak Jie
author_sort Tian, Yang
title Key determinants of Instagram usage among Malaysian public university students: an extended technology acceptance model
title_short Key determinants of Instagram usage among Malaysian public university students: an extended technology acceptance model
title_full Key determinants of Instagram usage among Malaysian public university students: an extended technology acceptance model
title_fullStr Key determinants of Instagram usage among Malaysian public university students: an extended technology acceptance model
title_full_unstemmed Key determinants of Instagram usage among Malaysian public university students: an extended technology acceptance model
title_sort key determinants of instagram usage among malaysian public university students: an extended technology acceptance model
publisher Redfame Publishing
publishDate 2023
url http://psasir.upm.edu.my/id/eprint/109358/
https://redfame.com/journal/index.php/smc/article/view/5995
_version_ 1806690495332614144
score 13.244367

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