Extending utaut to explain social media adoption by
This paper establishes inadequacies of the Unified Theory of Acceptance and Use of Technology (UTAUT) theory to explain social media adoption by microbusinesses. Literature review confirms the explaining power of UTAUT in variety of technology adoption by businesses. This paper uses UTAUT theory to implement social media technology in microbusinesses. Canonical action research method is adopted to introduce social media in microbusinesses. A post positivist approach is used to report the results based on a predetermined premise. It was found that the major constructs of performance and effort expectancy played insignificant role in establishing behavioural and adoption intention of social media by microbusinesses. Social influence and facilitating condition did not influence the behavioural intentions of the microbusiness owners. Individual characteristics and codification effort dominated the use behaviour. Goal of gaining customers leads to behavioural modification resulting in replacing of behavioural intention with goals as a superior method of predicting adoption behaviour within the context of microbusinesses. This paper extends the UTAUT to explain social media adoption in microbusinesses.
Recommended
More Related Content
Similar to Extending utaut to explain social media adoption by
Similar to Extending utaut to explain social media adoption by (20)
More from Debashish Mandal
More from Debashish Mandal (10)
Extending utaut to explain social media adoption by
- 1. Extending UTAUT to explain Social Media adoption by Microbusinesses DEBASHISH MANDAL NZISDC 2012 – 31st August 2012
- 2. Highlights of the investigation Theory building Social media adoption theory Practical approach Enrichment and diversification of the IS adoption literature Benefit for small businesses looking to adopt social media
- 3. AGENDA FOR DISCUSSION • UTAUT Literature • Social Media Review • Microbusiness • Action Research Research • Interview and Participant observation Design • Data analysis • Extending UTAUT Theoretical • Goal oriented model Development • Strengths and Limitations
- 4. Literature Review UTAUT – Extensions • Individual focus – Habit, Hedonic Motivation, price value • Individual characteristics • Behavioural expectation to goal orientation Social Media and UTAUT • Codification effort, Time, Habit • Caring, Climbing, Campaigning • Privacy, Legal risk, Security Small business and UTAUT • Technical ability, Time • Relative Advantage, Informal communication system • Complexity, Self efficacy Literature Gap • Microbusiness • Communication with wider audience (not inter-office) • Goal orientation
- 5. Research and Data collection method • Benefit researcher and microbusiness Action • Solve practical problem Research • Tangible outcome • In depth analysis of real world situation • Unstructured interview Data • Participant observation Collection • Triangulation in method and source
- 6. Theme Based Analysis – Highly Inductive • Confirmation • Starting Codes • Diversion • Transcripts • New insights • Field notes Themes Induction Emerge Refining Induction Themes • Confirmatory • Thinking Interview • Reflecting • Field notes • Judgement • Data collection and analysis simultaneously continuous process
- 7. Theoretical Development Individual Characteristics Innovativeness Personality traits Effort Expectancy Codification Time Goals New customers Engage customer
- 8. Strengths and Limitation Relevant Rigour
Editor's Notes
- Inductive theory buildingMy interest is construct a robust model specifically designed for small businessAppend/modify/add to the UTAUT or evolve new theory like Caring/Climbing/Campaigning The model will be designed in a manner which will be helpful for practitioners and academics alike. This can be done if we have a practical approach – by using action research examine the actual process of adoptionRich literature for four decades on network research – a New angle of information systems – social mediaA Mutual building of social capital in the local Hamilton RegionCapitalise on the existing social capital of the management school to source participants
- FiveslidesStructural representation of literature – discuss two distinct set of literatureTime line – age of the literatureContrast between micro blogging and facebook applicationRole and importance of ties in entrepreneur networkGap in the literature Second part Research design – 7 slidesAction research why advantages Tryst with reality How the participants are located and persuaded to join the projectInterview questions – how they will be framed and testedTheme based data analysisContent analysis – use of NVivoFinally – Potential issues to Anticipate – primary charges for facebook like LinkedIn
- Looks at action to bring about change of one workgroups processes by adding to the workgroups understanding of those processesUsed for both network research and also information systemsProfound changeWhat is the problem – how to use social media for improving our business We are able to analyse the problems faced by the small business ownersat process levelExtremely focused looking towards the future We learn constantly by trouble shooting the various problems using facebook!
- Our intention is on theory development – Hence Theme based analysisThis is highly inductive since the themes emerge from the data rather than I imposing a theme on the data collection processCyclical – process continues still saturation is achieved If required software confirmation using the NVivo process maybe employed