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Adoption of Social Media Using Technology Acceptance Model: The Generational Effect

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  • Vincent Dutot

    (ESG Management School, Paris, France)

Abstract

1.4 billion Euros. This is the amount spent on social media marketing in Europe. This figure is expected to reach 3.2 billion in 2017 (Forrester, 2013), an increase of nearly 150%. However, from the point of view of literature, the concept of social media is still new even though the importance of technology in communication has been studied before. This research focuses on adoption of social media by investigating the digital gap that could exist between generations. Based on a quantitative survey (414 answers), CFA and SEM analyses were used to highlight the main influencers of adoption of social media per generation. Results show that age influences optimism, innovativeness, and perceived usefulness of adoption of social media.

Suggested Citation

  • Vincent Dutot, 2014. "Adoption of Social Media Using Technology Acceptance Model: The Generational Effect," International Journal of Technology and Human Interaction (IJTHI), IGI Global, vol. 10(4), pages 18-35, October.
    • Handle: RePEc:igg:jthi00:v:10:y:2014:i:4:p:18-35
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    Cited by:

    1. Markus Blut & Cheng Wang, 2020. "Technology readiness: a meta-analysis of conceptualizations of the construct and its impact on technology usage," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 649-669, July.
    2. Iong, Kit Yeng & Phillips, Jenny O.L., 2022. "Examining the impact of behavioral factors on the intention of adopting E-government services: An empirical study on the hard-to-reach groups in Macao SAR, China," Technology in Society, Elsevier, vol. 71(C).

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