Modelling the impact of perceived connectivity on the intention to use social media: discovering mediating effects and unobserved heterogeneity

Samuel Fosso Wamba (), Shahriar Akter, Eric Ngai W. T. and Imed Boughzala ()
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Shahriar Akter: University of Wollongong [Australia]
Eric Ngai W. T.: POLYU - The Hong Kong Polytechnic University [Hong Kong]
Imed Boughzala: IMT-BS - DSI - Département Systèmes d'Information - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management

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Abstract: Early research examined the direct effect of perceived connectivity (PC) on intention to adopt information systems. In this study, we extend that research stream by examining the mediating effects of perceived enjoyment (PE) and perceived playfulness (PP) on the relationship between PC and the intention to use social media within the workplace. To test our proposed model, we collected data from 2,556 social media users from Australia, Canada, India, the UK, and the US. We applied the REBUS-PLS algorithm, a response-based method for detecting unit segments in PLS path modelling and assessing the unobserved heterogeneity in the data sample. Based on the strength of effects, the algorithm automatically detected two groups of users sharing the same intentions to use social media. A post hoc analysis of each group was done using contextual and demographic variables including geographic location, country, age, education and gender. Implications for practice and research are discussed.

Keywords: Perceived playfulness; Perceived enjoyment; Perceived connectivity; Social Media; Unobserved heterogeneity; REBUS-PLS (search for similar items in EconPapers)
Date: 2015-07-05
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Published in PACIS 2015 : 19th Pacific Asia Conference on Information Systems, Jul 2015, Singapore, Singapore

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Working Paper: Modelling the impact of perceived connectivity on the intention to use social media: discovering mediating effects and unobserved heterogeneity (2015)
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