An Empirical Study on Geotagging Technology Adoption Among the Social Networking Sites (SNSs) Users: The Moderating Effect of Geotagg’s Use Frequency

Md. Ziaul Haque, Aimin Qian (), Muhammad Amin () and Tania Islam ()
Additional contact information
Md. Ziaul Haque: Business School, University of International Business and Economics, Beijing, China†Faculty of Business Administration, Noakhali Science and Technology University, Noakhali, Bangladesh
Aimin Qian: Business School, University of International Business and Economics, Beijing, China
Muhammad Amin: Business School, University of International Business and Economics, Beijing, China
Tania Islam: #x2021;Department of Economics, Bangabandhu Sheikh Mujibur Rahman Science & Technology University, Gopalgonj, Bangladesh

Journal of Information & Knowledge Management (JIKM), 2020, vol. 19, issue 03, 1-33

Abstract: Due to the outstanding growth of geotagging technology usage among the social networking sites (SNSs) users, research is needed to better understand how SNSs users accept and use this technology. This study explores the factors that affect the adoption of geotagging technology among the SNSs users integrating personal innovativeness in IT (PIIT) with UTAUT. By using structured questionnaire survey, 390 data were collected. Statistical analysis techniques, such as SPSS AMOS and partial least square method, based on structural equation modelling (SEM), were used to analyse the collected data. Integrated UTAUT fulfills all criterion of model fitness. Interestingly, PIIT properly explains the personal characteristics of SNSs users in UTAUT framework. PIIT has impact on all UTAUT exogenous constructs except effort expectancy as well as on behavioural intention. Two new paths among the predictor variables (e.g. facilitating condition to effort expectancy and effort expectancy to performance expectancy) are statistically significant. All constructs of UTAUT except effort expectancy have substantial positive effect on SNSs users’ intention to adopt geotagging technology. Geotagg’s use frequency strongly moderated the different relationships in the integrated UTAUT model. The study will succor different tourism firms, restaurants and SNSs service providers to maximise the adoption of geotagging technology use. It contributes to knowledge by adding new moderator, new paths as well as integrating personal characteristics (e.g. PIIT) in UTAUT.

Keywords: Geotagging; technology; adoption; SNSs; PIIT; users (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S0219649220500185
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:jikmxx:v:19:y:2020:i:03:n:s0219649220500185

Ordering information: This journal article can be ordered from

DOI: 10.1142/S0219649220500185

Access Statistics for this article

Journal of Information & Knowledge Management (JIKM) is currently edited by Professor Suliman Hawamdeh

More articles in Journal of Information & Knowledge Management (JIKM) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().