With the emergence of social media, the trends of selfies have become common across various social networking platforms as a distinctive way of self-presentation. It has aroused the interest of various scholars to comprehend the consumer adoption behaviour for social media. Thus, built on the innovation diffusion theory (IDT) and theory of planned behaviour (TPB) perspective, this paper developed a model to empirically test whether and how critical factors of consumer selfie-posting behavioural intention on social media affect behavioural intention and word-of-mouth to consequently enhancing their adoption behaviour towards social media to post selfies. The data were gathered from 353 young consumers who post their selfies clicked via smartphone on their social media accounts. The results revealed that consumer innovativeness and participation intention directly and indirectly affect consumer adoption behaviour for social media to post their selfies. Additionally, the study identified that among all critical factors, participation intention and perceived behaviour control have strongest influence on behavioural intention to post selfies followed by consumer innovativeness, attitude towards selfie-posting and subjective norms. The study contributes to the extension of TPB by adding participation intention and positive WOM, adoption of social media. This research validated the significant roles of consumer innovativeness, participation intention, positive WOM and intention to post selfies in predicting the adoption behaviour. Practitioners and marketers of social media sites can improve the usability and effectiveness of positive WOM and intention to post selfies to attract more young consumers.

中文翻译：

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社交媒体采用行为：消费者创新性和参与意愿

随着社交媒体的出现，自拍作为一种独特的自我展示方式在各种社交网络平台上变得普遍。它引起了各种学者的兴趣来理解社交媒体的消费者采纳行为。因此，基于创新扩散理论（IDT）和计划行为理论（TPB）的观点，本文开发了一个模型来实证检验消费者在社交媒体上发布自拍行为意向的关键因素是否以及如何影响行为意向和词-口口相传，从而增强他们对社交媒体的采用行为以发布自拍照。数据收集自 353 名年轻消费者，他们通过智能手机在社交媒体账户上发布了自拍。结果表明，消费者的创新性和参与意愿直接和间接地影响消费者对社交媒体发布自拍的采纳行为。此外，该研究还发现，在所有关键因素中，参与意愿和感知行为控制对发布自拍的行为意愿影响最大，其次是消费者的创新性、对自拍的态度和主观规范。该研究通过增加参与意愿和积极的 WOM、社交媒体的采用，有助于 TPB 的扩展。这项研究验证了消费者创新性、参与意愿、正面口碑和自拍意愿在预测采用行为方面的重要作用。