Technology Adoption Models: Users’ Online Social Media Behavior Towards Visual Information

Abstract

Technology Adoption Model is used in various technology fields to understand and predict users’ intentions and behaviors. However, the Technology Adoption Model used in Social Media, which explains users’ intentions and behaviors needs to be investigated. Nevertheless, there is little understanding of users’ intentions and behaviors towards visual information, which plays an important role in effective communication. This study reviewed a considerable amount of past studies on the use of the technology adoption model by users’ online social media behaviors towards visual information. Based on the literature survey from FOUR (4) databases; ACM, IEEE, Scopus, and Science Direct; TWELVE (12) articles have been reviewed. The study found that Uses and Gratifications Theory (UGT) is the most adopted model due to the motivation mechanism applied. Most importantly, the review managed to discuss the models, factors, visual information, and methods in relation to users’ social media intention and behavior. An Integrated Adoption Model could be developed to examine the consequences of the technology adopted to create a holistic understanding of how technology influences the users’ intentions and behaviors towards visual information. This is one of the recommendations presented at the end of this research for the reference of future scholars.