Assessment of Perception of Usage of Mobile Social Media on Online Business Model through Technological Acceptance Model (TAM) and Structural Equation Modeling (SEM)

Abstract

The adoption and use of information technologies at the organizational and individual levels can result in both immediate and long-term advantages, such as improved performance, cost and time efficiency, and convenience. Yet, increased usage of technology made it possible for businesses to invest in digital marketing to expand their online presence. Consequently, the purpose of this study was to examine the effect of mobile social media on online business models and the likelihood that a technical acceptance model (TAM) would be used as a mediator. This model was assessed using structured equation modeling (SEM) because of the quantitative nature of the study. Data was collected from 41 retail marketing companies. Data of 208 respondents were used to assess the model. The reliability, validity and hypothesis testing were initiated to get prove the empirical evidence. The results showed that employing mobile social media for an online business can enhance the business efficiency. In opposed to this, the indirect impact of mobile social media on online business models through the mediating role of the technical acceptance model(TAM) was found to be significant. The results can help the e-commerce sector, marketing, and IT management reconstruct or improve their strategies so they can be more innovative and competitive.