Technology Acceptance Model of Mobile Social Media Among Chinese College Students

Abstract

This study recruited 505 Chinese college students through convenience sampling to complete the questionnaire survey that verifies the applicability of Technology Acceptance Model (TAM) into mobile social media. The results showed that (1) perceived usefulness (PU), perceived ease of use (PEU), attitude, and intention to use mobile social media were positively related to actual use behavior among Chinese college students. (2) PU predicted intention to use through the mediator of attitude toward mobile social media, PEU positively predicted intention to use mobile social media directly, and through the mediator of attitude to use mobile social media. PEU also predicted the intent to use mobile social media through the serial mediators of PU and attitude toward mobile social media. (3) Intention to use mobile social media positively predicted the actual use behavior. The present research supported the TAM was applicable in the mobile social media using behaviors, implications, and limitations was also discussed.