Citation

Tian, Yang and Syed Zainudin, Sharifah Sofiah and Mohd Jalis, Farhana Muslim and Chan, Tak Jie (2023) Key Determinants of Instagram Usage Among Malaysian Public University Students: An Extended Technology Acceptance Model. Studies in Media and Communication, 11 (6). pp. 158-170. ISSN 2325-8071

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Abstract

This research seeks to investigate the influencing factors affecting students’ intention of Instagram usage in Universiti Putra Malaysia. Drawn on the theoretical framework of the Technology Acceptance Model (TAM), social influence and self-efficacy were additionally incorporated to extend the TAM. A total of 373 online questionnaires were distributed to the targeted respondents. The PLS-SEM was applied for data analysis and the outcome shows that behavioral intention was positively anticipated by perceived usefulness, perceived ease of use, and social influence, while behavioral intention significantly impacts actual use. Meanwhile, the moderating effect of self-efficacy was found insignificant. The current study brings about empirical evidence in terms of the predictors anticipating students’ intention to use Instagram as an interactive platform by extending the TAM model. The outcome of the paper can serve as guidance for service providers in improving Instagram in the future.

Item Type:	Article
Uncontrolled Keywords:	Instagram, behavioral intention, actual use, technology acceptance model, Malaysia
Subjects:	H Social Sciences > H1-99 Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management > HD30.2 Electronic data processing. Information technology. Including artificial intelligence and knowledge management
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Dr. Chan Tak Jie
Date Deposited:	10 Jul 2023 03:31
Last Modified:	10 Jul 2023 03:31
URII:	http://shdl.mmu.edu.my/id/eprint/11534

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