Adoption of Social Media by Architecture Students in Fostering Community Service Initiative using Technology Acceptance Model

Abstract

The use of the Internet for social networking is very popular amongst the youth. Collaborative technology leads to instant online community that enables fast and convenient communication. Adoption of Social Media has been researched on many contexts. However, little research has paid close attention to the student's acceptance of Social Media (SM) as e-learning in higher educational teaching, especially in architectural education. This study aims to investigate factors that affect acceptance and behaviour of architecture undergraduate students towards the usage of SM. A quantitative method was used and qualitative responses of 33 architecture students using social media in their elective module, Community Service Initiative (CSI), was analyzed using the Technology Acceptance Model (TAM). TAM model for this study focused on social norm (SN) as an external factor, the two user beliefs, perceived usefulness (PU) and perceived ease of use (PEU) and behavioural intention to use (BI). Factor Analysis and Pearson Correlation showed significant relationship between social norm, perceived ease of use, perceived usefulness, and behavioural intention to use. The results of this study provided evidence for the potential use of social media as e-learning in similar modules.