Adoption of social networking sites (SNS) among private college educators in Kota Kinabalu : Application of unified technology acceptance and use of technology (UTAUT) model

Social networking sites (SNS) have become very popular in recent years, and its adoption has skyrocketed. Following this trend among the general public, educators are also increasingly adopting these tools for their professional work. However, currently, there is no research to explore educators...

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Main Author:	Ramesh Salimun
Format:	Thesis
Language:	English English
Published:	2014
Subjects:	HD28-70 Management Industrial management
Online Access:	https://eprints.ums.edu.my/id/eprint/37640/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/37640/2/FULLTEXT.pdf
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id	my-ums-ep.37640
record_format	uketd_dc
spelling	my-ums-ep.376402023-11-24T06:55:26Z Adoption of social networking sites (SNS) among private college educators in Kota Kinabalu : Application of unified technology acceptance and use of technology (UTAUT) model 2014 Ramesh Salimun HD28-70 Management. Industrial management Social networking sites (SNS) have become very popular in recent years, and its adoption has skyrocketed. Following this trend among the general public, educators are also increasingly adopting these tools for their professional work. However, currently, there is no research to explore educators' adoption of SNS in private college in Kata Kinabalu. The current study seeks to investigate educators' acceptance and adoption of SNS for communication and information dissemination in the area of teaching in private colleges in Kata Kinabalu. To achieve this, the paper uses an amended Unified Theory of Acceptance and Use of Technology (UTAUT), a widely adopted technology acceptance theory. Four independent variables were used to examine the behavioral intention to use SNS among the private college educators. They are; Performance expectancy, effort expectancy, social influence and facilitating conditions. Gender was used to moderate the relationship between the independent variables and dependent variables (behavioral intention). The four constructs were operationalized to develop the questionnaires which were distributed to educators in eight private colleges in Kata Kinabalu. 200 questionnaires were obtained from the selected eight colleges. The data from 200 educators show that performance expectancy, effort expectancy and social influence have significance influence to adopt SNS among the private college educators. The correlation values shown were quite significant and it indicates that the model can be used as a tool to investigate SNS adoption among private college educators in Kota Kinabalu. 2014 Thesis https://eprints.ums.edu.my/id/eprint/37640/ https://eprints.ums.edu.my/id/eprint/37640/1/24%20PAGES.pdf text en public https://eprints.ums.edu.my/id/eprint/37640/2/FULLTEXT.pdf text en validuser masters Universiti Malaysia Sabah Fakulti Perniagaan, Ekonomi dan Perakaunan
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
language	English English
topic	HD28-70 Management Industrial management
spellingShingle	HD28-70 Management Industrial management Ramesh Salimun Adoption of social networking sites (SNS) among private college educators in Kota Kinabalu : Application of unified technology acceptance and use of technology (UTAUT) model
description	Social networking sites (SNS) have become very popular in recent years, and its adoption has skyrocketed. Following this trend among the general public, educators are also increasingly adopting these tools for their professional work. However, currently, there is no research to explore educators' adoption of SNS in private college in Kata Kinabalu. The current study seeks to investigate educators' acceptance and adoption of SNS for communication and information dissemination in the area of teaching in private colleges in Kata Kinabalu. To achieve this, the paper uses an amended Unified Theory of Acceptance and Use of Technology (UTAUT), a widely adopted technology acceptance theory. Four independent variables were used to examine the behavioral intention to use SNS among the private college educators. They are; Performance expectancy, effort expectancy, social influence and facilitating conditions. Gender was used to moderate the relationship between the independent variables and dependent variables (behavioral intention). The four constructs were operationalized to develop the questionnaires which were distributed to educators in eight private colleges in Kata Kinabalu. 200 questionnaires were obtained from the selected eight colleges. The data from 200 educators show that performance expectancy, effort expectancy and social influence have significance influence to adopt SNS among the private college educators. The correlation values shown were quite significant and it indicates that the model can be used as a tool to investigate SNS adoption among private college educators in Kota Kinabalu.
format	Thesis
qualification_level	Master's degree
author	Ramesh Salimun
author_facet	Ramesh Salimun
author_sort	Ramesh Salimun
title	Adoption of social networking sites (SNS) among private college educators in Kota Kinabalu : Application of unified technology acceptance and use of technology (UTAUT) model
title_short	Adoption of social networking sites (SNS) among private college educators in Kota Kinabalu : Application of unified technology acceptance and use of technology (UTAUT) model
title_full	Adoption of social networking sites (SNS) among private college educators in Kota Kinabalu : Application of unified technology acceptance and use of technology (UTAUT) model
title_fullStr	Adoption of social networking sites (SNS) among private college educators in Kota Kinabalu : Application of unified technology acceptance and use of technology (UTAUT) model
title_full_unstemmed	Adoption of social networking sites (SNS) among private college educators in Kota Kinabalu : Application of unified technology acceptance and use of technology (UTAUT) model
title_sort	adoption of social networking sites (sns) among private college educators in kota kinabalu : application of unified technology acceptance and use of technology (utaut) model
granting_institution	Universiti Malaysia Sabah
granting_department	Fakulti Perniagaan, Ekonomi dan Perakaunan
publishDate	2014
url	https://eprints.ums.edu.my/id/eprint/37640/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/37640/2/FULLTEXT.pdf
_version_	1783727553272348672

Adoption of social networking sites (SNS) among private college educators in Kota Kinabalu : Application of unified technology acceptance and use of technology (UTAUT) model

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