Understanding Behavioral Intention to Use Social Media Technology: Two Comparing Model, TAM and UTAUT

This study has purpose to investigate behavioral intention to use social media technology using two model TAM and UTAUT. The proposed models were examined by 326 sample data from university students and reveal that all variables on TAM and UTAUT show their significantly direct effect among variables in the models. Hedonic motivation as main adding variable in the two model also proves the significantly direct effect on behavioral intention. By way of investigating the strong variables on previous related studies and employing the variables on the proposed model, the study reveals the prominent variables in user acceptance of social media technology including perceived usefulness, perceived ease of use, social influence, facilitating condition, and hedonic motivation. This study contributes to people who interests to the result of this study in revealing the prominent variables in research on user acceptance of social media. The recommendation of this study is the reducing or increasing user intention to use social media can be done by reducing or increasing the influence of factors or variables related to it.