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Motivational Factors that influence the Acceptance of Microblogging Social Networks: The µBAM Model

  • Francisco Rejón-Guardia

    ()

    (Department of Marketing and Market Research. University of Granada)

  • Juán Sánchez-Fernández

    ()

    (Department of Marketing and Market Research. University of Granada)

  • Francisco Muñoz-Leiva

    ()

    (Department of Marketing and Market Research. University of Granada)

The microblogging social networks (µBSNs) can serve to motivate students by narrowing the physical and psychological distances separating teachers and students, thus increasing their confidence and engagement in the learning process. To examine this issue in greater depth, an experiment was carried out using a µBSN before, during and after face-to-face class sessions. The findings demonstrated that the extended TAM model (with subjective norms and social images constructs) is suitable for explaining the acceptance of web-based teaching tools as well as the validity of microblogging networks in combination with traditional classes.

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File URL: http://www.ugr.es/~teoriahe/RePEc/gra/fegper/FEGWP611.pdf
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Paper provided by Faculty of Economics and Business (University of Granada) in its series FEG Working Paper Series with number 06/11.

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Length: 15 pages
Date of creation: 13 Oct 2011
Date of revision:
Handle: RePEc:gra:fegper:06/11
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  1. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
  2. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
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