Technology Acceptance Model of Mobile Social Media Among Chinese College Students
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Technology Acceptance Model of Mobile Social Media Among Chinese College Students Fanchang Kong 1
&
Xiaoyao Li 1 & Yujuan Xia 1 & Meiru Wang 1 & Xiaojun Sun 1
Received: 6 June 2020 / Revised: 1 September 2020 / Accepted: 7 September 2020 # Springer Nature Switzerland AG 2020
Abstract This study recruited 505 Chinese college students through convenience sampling to complete the questionnaire survey that verifies the applicability of Technology Acceptance Model (TAM) into mobile social media. The results showed that (1) perceived usefulness (PU), perceived ease of use (PEU), attitude, and intention to use mobile social media were positively related to actual use behavior among Chinese college students. (2) PU predicted intention to use through the mediator of attitude toward mobile social media, PEU positively predicted intention to use mobile social media directly, and through the mediator of attitude to use mobile social media. PEU also predicted the intent to use mobile social media through the serial mediators of PU and attitude toward mobile social media. (3) Intention to use mobile social media positively predicted the actual use behavior. The present research supported the TAM was applicable in the mobile social media using behaviors, implications, and limitations was also discussed. Keywords Mobile social media . Technology Acceptance Model . College students
Introduction The latest survey on Internet use in China reported that Internet users have reached 904 million until March 2020, including 897 million mobile phone users. Social media apps, such as Microblogs, WeChat, and QQ, were used most frequently (China Internet Network Information Center 2020). Thus, mobile social media have become an important method for network activities.
* Fanchang Kong [email protected] Xiaoyao Li [email protected] Yujuan Xia [email protected] Meiru Wang [email protected] Xiaojun Sun [email protected] 1
Key Laboratory of Adolescent Cyberpsychology and Behavior (Ministry of Education), School of Psychology, Central China Normal University, Wuhan 430079, China
Mobile social media refers to the traditional social media used by mobile devices, as well as software with social functioning produced for mobile devices, such as Microblogs, QQ, and WeChat (Wang and Lei 2015). Mobile devices are characterized by interacting with others conveniently and have shaped the lifestyle and habit among young teenagers. Recently, the influence factors on mobile social media have been attracted attention to investigate. Some studies focused on the factors from the characteristic of individual on the social network, such as gender and grade (Kim et al. 2014; Wang and Lei 2015), personality traits (Deursen et al. 2015), and psychological experience (Jiang and Bai 2015). Other studies examined the effects of social media from the systematical perspective, such as Technology Acceptance Model (TAM). TAM was proposed by Davis in 1989 to examine the user’ acceptance of new technology (Marangunić and Granić 2015; Zhang and Lei 2015). The model
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