Introduction
Information and communications technology (ICT) and education
Technology Acceptance Model (TAM)
The inter-relationships of determinants of TAM
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Hypothesis 1: High rating of perceived usefulness leads to high intention to use.
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Hypothesis 2: High rating of perceived ease of use leads to high intention to use.
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Hypothesis 3: High rating of perceived ease of use leads to high perceived usefulness.
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Hypothesis 4 : High influence from family and other important people leads to high intention to use.
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Hypothesis 5 : High rating of perceived playfulness leads to high intention to use.
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Hypothesis 6: High quality of Internet connection leads to high rating of perceived usefulness and perceived ease of use.
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H6.a: Favorable Internet reliability leads to high rating of perceived usefulness.
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H6.b: Favorable Internet reliability leads to high rating of perceived ease of use.
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H6.c: Fast Internet speed leads to high rating of perceived usefulness.
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H6.d: Fast Internet speed leads to high rating of perceived ease of use.
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Hypothesis 7: High intention to use leads to actual usage.
Methodology
Higher education institutions and use of social media
Questionnaire development and data collection
Construct | Statement | Reference |
---|---|---|
Perceived usefulness | ||
PU1 | 1) Using the site improves my ability to express myself. | Lane and Coleman (2012) |
PU2 | 2) Using the site makes me more productive in school. | Sledgianowski and Kulviwat (2009) |
PU3 | 3) Overall, the site is not very useful to me. | Alarcón-Del-Amo et al. (2012) |
Perceived Ease of Use | ||
PEOU1 | 4) Using the site is unclear and not understandable. | Alarcón-Del-Amo et al. (2012) |
PEOU2 | 5) I had a hard time learning how to use the site. | Alarcón-Del-Amo et al. (2012) |
PEOU3 | 6) Overall, the site is easy to use. | Alarcón-Del-Amo et al. (2012) |
Subjective Norm | ||
SN1 | 7) My teachers think I should use the site. | Sledgianowski and Kulviwat (2009) |
SN2 | 8) My classmates, whose opinions I value, recommend the site. | Sledgianowski and Kulviwat (2009) |
SN3 | 9) Other people I look up to expect me to use the site. | Sledgianowski and Kulviwat (2009) |
Perceived Playfulness | ||
PP1 | 10) Using the site makes me happy. | Sledgianowski and Kulviwat (2009) |
PP2 | 11) Using the site is not a good way to spend my leisure time. | Liao et al. (2008) |
PP3 | 12) Using the site does not stimulate my interests. | Sledgianowski and Kulviwat (2009) |
Intention to Use | ||
IU1 | 13) I intend to begin or continue using the site. | Alarcón-Del-Amo et al. (2012) |
IU2 | 14) I will recommend the use of this site to others. | Alarcón-Del-Amo et al. (2012) |
IU3 | 15) I intend to use the site in the future. | Liao et al. (2008) |
Actual Usage | ||
AU1 | 16) On the average, how many hours per day do you use | Sledgianowski and Kulviwat (2009) |
Higher-education institutions | Total no. of enrollees (1st Semester, AY 2013–2014) | No. of Student Respondents | Survey dates (self-administered questionnaire) | |
---|---|---|---|---|
Private HEI 1 | 2720 | 189 | 38% | August to December 2013 |
Private HEI 2 | 2434 | 170 | 34% | August to December 2013 |
Public HEI 1 | 893 | 62 | 12% | July 2013 |
Public HEI 2 | 1134 | 79 | 16% | August to September 2013 |
Total | 7181 | 500 | 100% |
Results
Data analysis and preliminary results
Statements | Factor 1 | Factor 2 |
---|---|---|
Perceived usefulness
| Eigenvalue: 1.47 Variance explained (cumulative %): 49% | Eigenvalue: 0.95 Variance explained (cumulative %): 81% |
Using the site improves my ability to express myself. | 0.64 | - |
Using the site makes me more productive. | 0.68 | - |
Overall, the site is not very useful to me.a
| - | 0.92 |
Perceived ease of use
| Eigenvalue: 1.72 Variance explained (cumulative %): 57% | |
Using the site is unclear and not understandable.a
| 0.57 | - |
I had a hard time learning how to use the site.a
| 0.61 | - |
Overall, the site is easy to use. | 0.55 | - |
Subjective norm
| Eigenvalue: 1.76 Variance explained (cumulative %): 59% | |
My teachers think I should use the site. | 0.58 | - |
My classmates, whose opinions I value, recommend the site. | 0.57 | - |
Other people I look up to expect me to use the site. | 0.58 | - |
Perceived playfulness
| Eigenvalue: 1.56 Variance explained (cumulative %): 52% | Eigenvalue: 0.83 Variance explained (cumulative %): 80% |
Using the site makes me happy. | - | 0.83 |
Using the site is not a good way to spend my leisure time.a
| 0.61 | - |
Using the site does not stimulate my interests.a
| 0.62 | - |
Intention to use
| Eigenvalue: 1.97 Variance explained (cumulative %): 66% | |
I intend to begin or continue using the site. | 0.58 | - |
I will recommend the use of this site to others. | 0.58 | - |
I intend to use the site in the future. | 0.57 | - |
Determinants of actual use of social media sites
Path | (1) All HEIs | (2) Private HEI 1 | (3) Private HEI 2 | (4) Public HEI 1 | (5) Public HEI 2 | |
---|---|---|---|---|---|---|
H1 | Self-expression and productivity (PU1) → IU | 0.19*** (0.00) | 0.11** (0.07) | 0.31*** (0.00) | 0.13 (0.15) | 0.31*** (0.00) |
Overall usefulness (PU2) → IU | 0.09*** (0.00) | 0.12** (0.02) | 0.10*** (0.00) | 0.15** (0.04) | −0.04 (0.51) | |
H2 | PEOU → IU | 0.30*** (0.00) | 0.34*** (0.00) | 0.21*** (0.00) | 0.32** (0.01) | 0.26*** (0.00) |
H3 | PEOU → Self-expression and productivity (PU1) | 0.14*** (0.00) | 0.09 (0.28) | 0.25*** (0.00) | 0.14 (0.38) | 0.32*** (0.00) |
PEOU → Overall usefulness (PU2) | 0.75*** (0.00) | 0.74*** (0.00) | 0.66*** (0.00) | 0.72*** (0.00) | 0.78*** (0.00) | |
H4 | SN → IU | 0.26*** (0.00) | 0.27*** (0.00) | 0.26*** (0.00) | 0.25** (0.02) | 0.17** (0.04) |
H5 | Leisure and interest (PP1) → IU | 0.02 (0.45) | 0.08 (0.10) | −0.05 (0.32) | 0.14 (0.16) | 0.05 (0.53) |
Happiness (PP2) → IU | 0.15*** (0.00) | 0.14** (0.02) | 0.15*** (0.00) | 0.05 (0.46) | 0.22*** (0.00) | |
H6.a | Internet reliability → Self-expression and productivity (PU1) | 0.02 (0.60) | 0.03 (0.64) | −0.12* (0.06) | 0.15 (0.20) | 0.20** (0.02) |
Internet reliability → Overall usefulness (PU2) | 0.04 (0.37) | 0.08 (0.22) | 0.07 (0.38) | 0.00 (0.98) | −0.05 (0.66) | |
H6.b | Internet reliability → PEOU | −0.03 (0.35) | 0.03 (0.61) | 0.00 (0.97) | −0.05 (0.58) | −0.08 (0.39) |
H6.c | Internet speed → Self-expression and productivity (PU1) | −0.02 (0.70) | 0.03 (0.64) | 0.10 (0.18) | −0.23* (0.09) | −0.29*** (0.00) |
Internet speed → Overall usefulness (PU2) | −0.04 (0.46) | −0.11 (0.13) | −0.08 (0.40) | −0.06 (0.67) | 0.25* (0.06) | |
H6.d | Internet speed → PEOU | −0.02 (0.60) | −0.12 (0.78) | −0.09 (0.25) | 0.03 (0.78) | 0.03 (0.80) |
H7 | IU → AU | 0.32*** (0.00) | 0.26** (0.05) | 0.64*** (0.00) | 0.37 (0.21) | 0.23 (0.36) |
n
| 496 | 189 | 166 | 62 | 79 | |
Log likelihood | −5681.74 | −2103.76 | −1964.84 | −592.94 | −837.44 | |
AIC | 11413.49 | 4257.52 | 3979.68 | 1235.88 | 1724.88 | |
BIC | 11518.65 | 4338.57 | 4057.48 | 1289.06 | 1784.11 |