Using UTAUT Model to Predict Social Media Adoption among Indonesian SMEs

Abstract

The purpose of this paper was to predict the factors that influence the adoption of Social Media Apps (SMA) among Indoneisan SMEs to promote and market their business using UTAUT (Unified Theory of Acceptance and Use of Technology theory) approach. These factors include performance expectancy, effort expectancy, social influence, and facilitating conditions. To fulfill these aims, a quantitative research was adopted. Data were taken using a questionnaire from total of 162 respondents, namely the owner or manager of SMEs. The sampling technique used was non-probability sampling. Then, the data was tested using Partial Least Square. The findings of this study revealed that the model was able to explain 61% of the variance in behavioral intention. Result showed that the variables such as performance expectancy, social influence, and facilitating conditions had positive and significant effect on behavioral intention to adopt social media apps. On the other hand, effort expectancy had no significant effect on behavioral intention. Based on results, theoretical and practical implications are provided for scholars, SMEs' owner and manager.