ABSTRACT

This research aims to examine the relationship between antecedents of a proposed extended technology acceptance model (TAM) and level of social media use. It also tests the mediation effect of usefulness, attitude and satisfaction on level of social media use. The model is tested based on empirical work in the form of a large scale survey conducted on a convenience sample of Egyptian social media users. Data collection resulted in 413 usable questionnaires. Partial least squares-structural equation modelling was used to analyze data. Results indicate that perceived enjoyment, connectedness, and trust were found to have a significant impact on level of social media use. Both perceived usefulness and attitude were found to be significant mediators in the proposed extended TAM. Additionally, satisfaction was found to have a significant direct positive effect on level of social media use, but was not confirmed as a significant mediator. Findings provide support to the proposed model, thus confirming the significance of the proposed variables in the extended TAM, as well as the mediators being perceived usefulness and attitude, when studying antecedents of level of social media use.

摘要

本研究旨在检验提出的扩展技术接受模型 (TAM) 的前因与社交媒体使用水平之间的关系。它还测试了有用性、态度和满意度对社交媒体使用水平的中介作用。该模型基于对埃及社交媒体用户的便利样本进行的大规模调查形式的实证工作进行测试。数据收集产生了 413 份可用问卷。偏最小二乘结构方程模型用于分析数据。结果表明，感知享受、联系和信任对社交媒体的使用水平有显着影响。在提议的扩展 TAM 中，感知有用性和态度都是重要的中介。此外，满意度对社交媒体的使用水平有显着的直接正向影响，但未被证实为显着的中介因素。研究结果为所提出的模型提供了支持，从而在研究社交媒体使用水平的前因时证实了所提出的变量在扩展的 TAM 中的重要性，以及作为感知有用性和态度的中介。