Using technology acceptance model to discuss factors in university employees’ behavior intention to apply social media

Jaitip Nasongkhla 1 * , Chich-Jen Shieh 1
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1 Disruptive Innovation Technology in Education Research Unit, Chulalongkorn University, Bangkok, THAILAND
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 13, Issue 2, Article No: e202317. https://doi.org/10.30935/ojcmt/13019
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ABSTRACT

In order to evaluate the problem of employees using social networking technology for business purposes, the technology acceptance model will be applied. The purpose of the study is to establish the levels of impact exerted by the elements that influence the intentions of individuals working in the university to utilize social media. Employees in the university’s connections between “organizational support,” “colleague support,” “self-efficacy,” “technology capacity,” “perceived usefulness,” “perceived ease of use,” and “behavior intention” are acknowledged as factors in this study. It was possible to get a total of 247 copies that were legitimate. For the purpose of inferential statistics, the partial least squares structural equation modeling method was applied. The data indicate that colleague support and technological capabilities do not have any impact on how easily something may be used or how valuable it is thought to be. On the other hand, organizational support and self-efficacy have a favorable influence on the perceived ease of use, but they have no effect on the perceived effectiveness of the tool. Additionally, while perceived usefulness does not have any influence on behavioral intention, perceived simplicity of use does have a favorable effect on behavioral intention.
Keywords: technology acceptance model, social media, behavior intention

CITATION

Nasongkhla, J., & Shieh, C.-J. (2023). Using technology acceptance model to discuss factors in university employees’ behavior intention to apply social media. Online Journal of Communication and Media Technologies, 13(2), e202317. https://doi.org/10.30935/ojcmt/13019

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