Social Media Acceptance and e-Learning Post-Covid-19: New factors determine the extension of TAM

Abstract

The key objective of our study involves devising a conceptual model for estimation of social media acceptance by students for effectively accomplishing their educational and academic goals. Factors e.g., perceived social capital, social influence, and perceived mobility that associated with student acceptance of social media were investigated, and integrated into the TAM model using the PLS-SEM. Data were collected through online survey (461 students) at UAE universities. The findings revealed that mentioned factors positively affected students' intention to use social media during their learning process. Respondents' behavioral intention were also linked to both the core and external constructs of the TAM. Important practical insights on technology acceptance in education were provided.