Exploring social media acceptance using technology acceptance model - An empirical study of Zalo
Abstract
It cannot be denied that social media has developed rapidly. Understanding users acceptance by looking at behavioral intention of social networking sites is essential for creating new technologies. In this context, the research aims to clarify individual acceptance behavior of the most users Vietnamese app – Zalo. A revised TAM model was used to be suitable for the context of social media. By analyzing data collected from 279 subjects, the result showed that a significant effect remain between perceived usefulness and behavioral intention, while in contrary to the previous research, perceived ease of use did not have any significant impact on perceived usefulness. Meanwhile, the finding also indicated that trust is a significant determinant of intention and critical mass and perceived playfulness both can predict perceived usefulness. Finally, a concise suggestion for practical purpose in the field of marketing and information is proposed. Limitations and further research direction are also discussed.
Key word: Technology Acceptance Model (TAM), Social networking sites (SNSs), behavioral intention, technology adoption, Zalo, Vietnam.