Sosyal Medya Uygulamalarını Kullanmaya Yönelik Niyetin Belirleyicileri

Abstract

This study examines to understand the smartphone users' attitudes and intention towards social media apps with the perspective of three widely used models; uses and gratification (U&G) theory's psychological motivations factors (entertainment, sociality, and information), innovation diffusion theory (IDT) and the technology acceptance model (TAM). Thus, in the framework of this research, the proposed research model consists of three respective models. The random sampling technique used to collect research samples from Usak province in Turkey. The data used in testing the research model collected by the questionnaires. The numbers of the valid survey collected were 527. The structural equation modeling conducted to analyze the research assumptions and model. The outcomes indicate that the users' perceived ease of use (PEOU) influenced by complexity, relative advantage, observability, trialability. Perceived usefulness (PU) affected by compatibility, relative advantage, observability, trialability, and PEOU, while with attitude together influencing intention to use social media app. Another outcome showed that attitude determined by sociality, entertainment, PEOU, and PU. Empirical results also provided support for the integrative approach. The results show that TAM in the extension of an innovation diffusion theory and psychological motivations can help decision-makers in the social media app.