Impact of Perceived Connectivity on Intention to Use Social Media: Modelling the Moderation Effects of Perceived Risk an
The main objective of this study is to assess the impact of perceived connectivity (PC) on the intention to use (IU) social media in organizations, as well as the moderating effects of perceived risk (PR) and perceived security (PS) on this relationship.
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Toulouse Business School, 20 Boulevard Lascrosses, 31068 Toulouse, France [email protected] 2 Faculty of Business, University of Wollongong, Northfields Ave, Wollongong, NSW 2522, Australia [email protected]
Abstract. The main objective of this study is to assess the impact of perceived connectivity (PC) on the intention to use (IU) social media in organizations, as well as the moderating effects of perceived risk (PR) and perceived security (PS) on this relationship. Data were collected from 2,556 social media users across Australia, Canada, India, the UK, and the US to test our proposed research model. Our results found that PC has a significant positive effect on the IU social media in organizations, and non-significant moderating effects of PR and PS. The study concludes with the implications for practice and research. Keywords: Social media Adoption and use Intention connectivity Perceived risk Perceived security Moderation
Perceived
1 Introduction Social media tools are currently emerging as the new means for value creation and realization for many organizations across all industries. Indeed, social media tools (e.g., Facebook, Twitter) have the capability of transforming the way firms conduct their businesses, by allowing for example, an improved way of identifying products with high market potential [1], a superior mechanism for engaging (e.g., attract and retain) with online consumers [2], a robust platform for marketing communication [3], and a better collaboration channel with all firm stakeholders [4, 5]. It is probably for these reasons that some scholars argue that social media are at the core of the “social commerce”, which is considered as the new wave of electronic commerce, and defined as “a form of Internet-based social media that allows people to participate in the marketing, selling, comparing, and buying of products and services in online marketplaces and communities” (p. 215) [6]. The high operational and strategic potential of social media as enabler of organizational change for competitive advantage has been acknowledged by the professional literature as well as the emerging research on the topic. However, technological innovation history tells us that the path toward the wide acceptance of any given innovation by businesses can be quite long. Therefore, it is critical to look at the key © IFIP International Federation for Information Processing 2016 Published by Springer International Publishing Switzerland 2016. All Rights Reserved Y.K. Dwivedi et al. (Eds.): I3E 2016, LNCS 9844, pp. 219–227, 2016. DOI: 10.1007/978-3-319-45234-0_20
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S. Fosso Wamba and S. Akter
determinants that may drive the adoption and use of social media by organizations. More specifically, this study examines the following research questions: 1. What is the impact of perceived connectivity on the intention to use social media in organizations? 2. What is the moderating effect of perceived risk and security on this relationship? To address these research questions, the study explores the embryonic lite
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