EXTENDING UTAUT TO EXPLAIN SOCIAL MEDIA ADOPTION BY MICROBUSINESSES

D. Mandal, R. McQueen
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引用次数: 60

Abstract

This paper extends the use of the Unified Theory of Acceptance and Use of Technology (UTAUT) to explain social media adoption by microbusinesses. A canonical action research method is used to study social media adoption in microbusiness, and a post positivist approach is used to report the results based on a predetermined premise. It is found that the major constructs of performance and effort expectancy played an insignificant role, and social influence and facilitating conditions did not influence the behavioral and adoption intentions of social media by microbusiness owners. Owner characteristics and codification effort dominated the use behavior. The goal of microbusiness owners in gaining additional customers leads to behavioral modification resulting in replacing of behavioral intention with goals as a superior method of predicting adoption behavior within the context of microbusinesses.
延伸到解释微型企业对社交媒体的采用
本文扩展了技术接受与使用统一理论(UTAUT)的应用,以解释微企业对社交媒体的采用。采用规范行动研究方法对微企业的社交媒体采用情况进行研究,采用后实证方法在预先设定的前提下报告研究结果。研究发现,绩效和努力期望的主要构式对微企业主的社交媒体行为和采用意愿的影响不显著,社会影响和便利条件对微企业主的社交媒体行为和采用意愿没有影响。所有者特征和编纂努力主导了使用行为。微企业主获得额外客户的目标导致行为改变,导致行为意图被目标取代,成为预测微企业环境下采用行为的优越方法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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