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Social media in the context of technology acceptance model

Author

Listed:
  • Igor Fedorko

    (University of Prešov, Slovakia)

  • Richard Fedorko

    (University of Prešov, Slovakia)

  • Beata Gavurova

    (Technical University of Košice, Slovakia)

  • Radovan Bačík

    (University of Prešov, Slovakia)

Abstract

Based on the analysis of previous research in the field of technological acceptance models, the aim of this study is to clarify the significance of individual social media factors in connection with the use of electronic banking in the light of unified theory of acceptance and use of technology. The aim of the article is to describe a model that identifies the influence of social media use factors on the use of electronic banking. The purpose of this model is to explain how these factors influence user behavior in the context of using electronic banking. To obtain primary data sources, we used the exploratory method through a questionnaire survey, which was attended by 948 respondents who are Internet users and users of banking services in an electronic environment. We verified the adequacy of the composition of the research sample with Cronbach alpha. We solved the verification of hypotheses through confirmatory factor analysis and modeling of structural equations. The results, using the WLSMV estimation method, found a negative significant impact (negative linear dependence) of the social media factor on the expected efforts, which are further related to the use of electronic banking.

Suggested Citation

  • Igor Fedorko & Richard Fedorko & Beata Gavurova & Radovan Bačík, 2021. "Social media in the context of technology acceptance model," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 9(1), pages 519-528, September.
    • Handle: RePEc:ssi:jouesi:v:9:y:2021:i:1:p:519-528
    DOI: 10.9770/jesi.2021.9.1(32)
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    References listed on IDEAS

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    More about this item

    Keywords

    technology acceptance; social media; online banking adoption;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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