Technology Acceptance Model and Factors Affecting Acceptance of Social Media: An Empirical Study in Vietnam

The main objective of this study is to investigate the consumers’ attitude and intention toward using social media by adopting the Technology Acceptance Model (TAM). This study further develops a comprehensive framework by identifying Knowledge Sharing Factors and Social Influence Factors as moderating variables that influence the relationship of attitude and behavior intention toward using social media. Based on the literature review, a research framework questionnaire is developed and conducted to test the research hypothesis in this study. The questionnaire survey method is employed to collect data from relevant social media, whereby 309 valid responses are used in the analysis. The results reveal that three TAM factors, namely, the impact of perceived usefulness, perceived ease of use, and perceived enjoyment are indeed the antecedents of attitude and behavior intention toward social media adoption. Also, the results indicate that social influence factors (social networking, social norms, and social trusts) and knowledge sharing factors (altruism, expected reciprocal benefit, and expected relationships) have moderating effect on the relationship between attitude and behavior intention toward social media. This research provides a comprehensive framework as important reference for professionals to develop social media marketing plan as well for academicians to conduct further validation.