Social media use in the workspace: Applying an extension of the technology acceptance model across multiple countries

Abstract

Social media technologies and tools are emerging as important source of firm business value creation. In this study, an extended version of the technology acceptance model (TAM) that integrates perceived risk and security is used to assess the acceptance of social media within the workspace across multiple countries and to test for user’s behaviors homogeneity. In addition, the study investigates the moderating effects of user computer experience on the relationship between user’s attitude and intention to use social media. To test the proposed model, the study uses data gathered from the US, Australia, the UK, Canada, and India. In the data analysis process, the study uses the full data and data from each country. The results detect the existence of user’s behaviors heterogeneity across the countries under study; confirm the robustness of the TAM in the context of social media within the workspace. Finally, implications for research and practice are proposed.