Factors affecting the use of social software: TAM perspectives

Abstract

Purpose

The purpose of this study is to explore the acceptance and use of social software tools; in particular, the paper focuses on how the features of social software determine its use.

Design/methodology/approach

This study identifies and uses three independent variables: intrinsic motivation, communication, and information/knowledge sharing. The dependent variables are based on the technology acceptance model (TAM) and include the perceived usefulness of social software and the perceived easiness of using social software. Using an online survey, data were collected from employees in government agencies (n=116) in Korea.

Findings

The results of a regression analysis show that both communication and knowledge sharing have a positive effect on the perceived usefulness of social software. However, the results did not statistically support intrinsic motivation as a crucial factor influencing the usefulness of social software. The findings also indicated that intrinsic motivation and communication are crucial factors in the ease of use of social software, while knowledge sharing is not significant statistically.

Research limitations/implications

There are some limitations in this study that need to be addressed. First, in this study, the subjects in the questionnaire survey were employees in Korean government related agencies. In addition, the survey was conducted by volunteers responding to the questionnaire. Thus, in other circumstances, the findings of this study may not be valid or generalizable due to a different social context and representative sampling.

Originality/value

The study implies that decision makers in software companies should support knowledge sharing activities and a variety of communication channels to transform a government agency into a social software community. In addition, the study shows that social software developers should consider enjoyment as a crucial factor for ease of use. Finally, the study found that the associations between the features of social software and South Korean government employees' characteristics for adopting social software can serve as a starting point for research projects involving government employees in other countries.

Citation

Kim, S. (2012), "Factors affecting the use of social software: TAM perspectives", The Electronic Library, Vol. 30 No. 5, pp. 690-706. https://doi.org/10.1108/02640471211275729