Task-Technology Fit and Technology Acceptance Model Application to Structure and Evaluate the Adoption of Social Media in Academia

Qusay Al-Maatouk,Uthman Alturki,Abdulmajeed A Aljeraiwi,Ahmed Aldraiweesh,Mohd Shahizan Othman,Waleed Mugahed Al-Rahmi

doi:10.1109/access.2020.2990420

Abstract

The purpose of this article was to reduce the dissimilarities in the literature regarding the use of social media for training and its impact on students’ academic performance in higher education institutions. The main method of data collection for task-technology fit (TTF) and the technology acceptance model (TAM) was a questionnaire survey. This research hypothesizes that TTF applied to social media for learning will affect technology, task, and social characteristics that in turn improve students’ satisfaction and students’ academic performance. It also posits that the behavioral intent to use social media for learning will affect comprehension efficiency, ease of use, and enjoyment, all of which also improve students’ satisfaction and students’ academic performance. The data collection questionnaire was conducted with 162 students familiar with social media. Quantitative structural equation modeling was employed to analyze the results. A significant relationship was found between technology, task, and social features with TTF for utilizing social media for academic purposes, all of which fostered student enjoyment and improved outcomes. Similarly, a clear relationship was found between comprehension efficiency, ease of use, and enjoyment with behavioral intentions to utilize social media for academic purposes that positively affected satisfaction and achievement. Therefore, the study indicates that TTF and behavioral intentions to use social media improve the active learning of students and enable them to efficiently share knowledge, information, and discussions. We recommend that students utilize social media in pursuit of their educational goals. Educators should also be persuaded to incorporate social media into their classes at higher education institutions.

Highlights

Application of social media in higher education and its advantages for technology acceptance model (TAM) and task-technology fit (TTF) are examined
This study recommends the TTF and TAM theories as contributors to a further understanding of the behavioral intentions of students and task-technology fit to utilize social media in order to enhance university-level students’ academic performance. the accepted model of social media utilized in this research can be used to evaluate the practical usage of social media in relation to TTF as well as technology, task, and SOCIAL CHARACTERISTICS (SOC) to enhance the educational performance of both university students and those in other institutions one additional theoretical aspect of our study that we found to be remarkable was the dissemination of knowledge regarding the use of social media for the behavioral intent of using social media for learning through TTF that is likely to increase academic progress in higher education
All the hypotheses are supported by the current study, other measures have been confirmed and are likely to be used to measure various aspects of computer and educational interaction related to ‘‘human-computer interaction.’’ One additional theoretical aspect of our study that we found to be remarkable was the dissemination of knowledge regarding the use of social media for the behavioral intent of using social media for learning through TTF that is likely to increase academic progress in higher education

Summary

Introduction

Application of social media in higher education and its advantages for TAM and TTF are examined. Social media usage among university and college students has received widespread attention from scholars worldwide, with several studies finding that social media affects both general learning and teaching efficiency. Educational use of social media has fomented academic concerns by impacting grade point averages, students’ satisfaction, and overall academic achievement. Students performing research utilize social media for learning that can negatively affect their concentration and the productive use of their time. In a study by [2], researchers found that the time allotted to Facebook for social interaction is not always utilized effectively for educational goals. Research has shown that social media is used in Asian countries by many educators as a tool for informal TTF, primarily for social communication rather than toward students’ satisfaction or academic achievement [3]. Al-Rahmi et al [4] stated that there was no significant relationship between

Objectives

Methods

Findings

Discussion

Conclusion