El efecto condicional indirecto de la expectativa de rendimiento en el uso de Facebook, Google+, Instagram y Twitter por jóvenes

  1. Carlos Arcila Calderón 1
  2. Marcela López 2
  3. Jennie Peña 3
  1. 1 Universidad de Salamanca (España)
  2. 2 Universidad de la Costa (Colombia)
  3. 3 Universidad del Norte (Colombia)
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Journal:
Revista Latina de Comunicación Social

ISSN: 1138-5820

Year of publication: 2017

Issue: 72

Pages: 590-607

Type: Article

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More publications in: Revista Latina de Comunicación Social

Abstract

Introduction: Previous studies have found a strong relationship between the degree to which individuals believe a technology helps to gain performance (performance expectancy) and the use of that technology. However, there is little empirical research that tests the mechanisms and conditions through which this effect operates in the adoption of social media by youngsters. Methods: We surveyed 502 students from Colombia and run a moderated mediation analysis to check conditional indirect effects. Results and conclusions: Data revealed high adoption rates (68%) of popular social media (Facebook, Google+, Instagram and Twitter) and, consistent with the Unified Theory of Acceptance and Use of Technology (UTAUT), results showed that the conditional indirect effect of performance expectancy in the use of social media is a relevant predictor with weights up to 0.53. This effect is mediated by the behavioral intention, but only in some cases moderated by age and gender.

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