An Empirical Study on Geotagging Technology Adoption Among the Social Networking Sites (SNSs) Users: The Moderating Effect of Geotagg’s Use Frequency

Due to the outstanding growth of geotagging technology usage among the social networking sites (SNSs) users, research is needed to better understand how SNSs users accept and use this technology. This study explores the factors that affect the adoption of geotagging technology among the SNSs users integrating personal innovativeness in IT (PIIT) with UTAUT. By using structured questionnaire survey, 390 data were collected. Statistical analysis techniques, such as SPSS AMOS and partial least square method, based on structural equation modelling (SEM), were used to analyse the collected data. Integrated UTAUT fulfills all criterion of model fitness. Interestingly, PIIT properly explains the personal characteristics of SNSs users in UTAUT framework. PIIT has impact on all UTAUT exogenous constructs except effort expectancy as well as on behavioural intention. Two new paths among the predictor variables (e.g. facilitating condition to effort expectancy and effort expectancy to performance expectancy) are statistically significant. All constructs of UTAUT except effort expectancy have substantial positive effect on SNSs users’ intention to adopt geotagging technology. Geotagg’s use frequency strongly moderated the different relationships in the integrated UTAUT model. The study will succor different tourism firms, restaurants and SNSs service providers to maximise the adoption of geotagging technology use. It contributes to knowledge by adding new moderator, new paths as well as integrating personal characteristics (e.g. PIIT) in UTAUT.