Role of intrinsic and extrinsic factors in user social media acceptance within workspace: Assessing unobserved heterogeneity. Issue 2 (April 2017) - Fosso Wamba, Samuel
Highlights: Developed and validated a research model extending technology acceptance model integrating intrinsic and extrinsic motivators. To detect homogeneity of users' behavior response-based procedure for partial least squares is used. Assessed the unobserved heterogeneity in our structural equations model to detect the homogeneity of users' behaviors. We provide support for the proposed model and highlight the existence of three distinctive subgroups with homogenous user's behaviors. Our results reveal the existence of distinct adoption behaviors for different groups within the overall sample. Abstract: This study develops and empirically tests a theoretical extension of a technology acceptance model that integrates intrinsic and extrinsic motivators into IT acceptance to predict the adoption of social media within the workspace. The model was tested using cross-sectional data collected from different workplaces in different geographic regions. To detect the homogeneity of users' behavior, we used a response-based procedure for partial least squares. The model was strongly supported for the global model. Our results revealed the existence of distinct adoption behaviors for different groups within the overall sample. These findings advance theory and contribute to future research on social media adoption.