A Unified Model for the Use and Acceptance of Stickers in Social Media Messaging

Abstract

The combination of two technology model which are the Technology Acceptance Model (TAM) and Use of Gratifications Theory (U&G) to create an integrated model is the first step in predicting the importance of using emotional icons and the level of satisfaction behind this usage. The reason behind using these two theories into one integrated model is that U&G provides specific information and a complete understanding of usage, whereas TAM theory has proved its effectiveness with a variety of technological applications. A self-administered survey was conducted in University of Fujairah with college students to find out the social and cognitive factors that affect the usage of stickers in WhatsApp in the United Arab of Emirates. The hypothesized model is validated empirically using the responses received from an online survey of 372 respondents were analyzed using structural equation modeling (SEM-PLS). The results show that ease of use, perceived usefulness, cognition, hedonic and social integrative significantly affected the intention to use sticker by college students. Moreover, personal integrative had a significant influence on the intention to use sticker in UAE.