Understanding Social Media Adoption: The Role Of Perceived Media Needs And Technology Characteristics

Zolkepli, I.A. and Kamarulzaman, Y. (2011) Understanding Social Media Adoption: The Role Of Perceived Media Needs And Technology Characteristics. World Journal of Social Sciences, 1 (1). pp. 188-199. ISSN 1839-1184

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Abstract

Evidence suggests that consumer’s needs for traditional media constitutes an essential determinant in consumer media adoption. However, studies on the need for non-traditional media still remain scarce. It continues to be questionable whether consumer media needs would have the same significant impact on social media, since its nature is highly interactive and user controlled. Drawing upon the Uses and Gratification Theory and Diffusion of Innovation Theory, this paper aims to understand the adoption of social media among Internet users. A proposed model is developed by integrating the dimensions of consumer perceived media needs and perceived characteristics of social media technology as the drivers for adoption behaviour. The model will be able to better enhance the understanding of researchers and practitioners of consumer predictive needs and their relationship to the speed of consumer adoption behaviour in social media.

Item Type: Article
Uncontrolled Keywords: Consumer Behaviour; Social Media; Technology Adoption; Media Uses and Gratifications
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Business and Accountancy
Depositing User: Ms. Juhaida Abd Rahim
Date Deposited: 20 Jan 2015 02:25
Last Modified: 07 Aug 2017 03:57
URI: http://eprints.um.edu.my/id/eprint/12287

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