Factors affecting student adoption of microblogging tools: A test of competing models

Publication Year:
2014
Usage 64
Downloads 37
Abstract Views 27
Repository URL:
http://aisel.aisnet.org/mwais2014/21
Author(s):
Ziegelmayer, Jennifer; Hammami, Helmi
Tags:
Technology Acceptance Model (TAM); Unified Theory of Acceptance and Use of Technology (UTAUT); Micro-blogging; Twitter
conference paper description
As new technologies develop, educators explore the feasibility of using these technologies to improve learning. Micro-blogging is one such technology. Given the propensity of students to use micro-blogging sites such as Twitter, it is important to understand whether these technologies would be adopted by students for educational use. This study explores whether students will adopt twitter as a supplemental learning tool. The Technology Acceptance Model (TAM) has be used extensively to understand adoption but it has been criticized for being too parsimonious to generalize across gender and culture. An alternate model, the Unified Theory of Acceptance and Use of Technology (UTAUT) has since been proposed to address this failing. Hence, in this study, two competing models were tested using two samples: a sample of US students and a sample of female Qatari students. Hence, the study will not only inform practice by providing information about a potential educational delivery method, it will provide additional evidence on the generalizability of studies based on these two models of technology adoption.