Integrating TAM and TPB towards behavioural intention to use social networking sites by small and medium business entrepreneurs

Siva Prakash C. S., Sangeeta Sangeeta, Goutam Dutta, Wilson Cordova, Gabriel Rojas Martel, Shaista Alvi, Parayitam Chennakesava Rao

Article ID: 5811
Vol 8, Issue 8, 2024

VIEWS - 1767 (Abstract)

Abstract


In this research, we explore the psychological factors that SMB owners who are micro-entrepreneurs and use SNS for entrepreneurial purposes rely on to make their self-employment decisions. Research-based on a merger of the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB) deals with how perceived ease of use (PEU), perceived usefulness (PU), attitude, subjective norms (SN), perceived behavioral control (PBC), openness to experience (OTE), and dominance contribute to people’s behavioural intention (BI) to use SNS for Data was collected from 342 SMB micro-entrepreneurs in the Delhi/NCR region of India by the means of a standardized questionnaire. Employing PLS-SEM, a partial least squares structural equation modeling was used to analyze the data. The results point out an impact of PU, attitude, and behavioral intention, and unappealing presentations, unacceptance of an explanation, unclear mechanisms, and domination do not make any difference. The research emphasizes how technophobe’s attitude, and the perception of effectiveness would impact micro-entrepreneurs desire to avail SNS for entrepreneurship efforts. Moreover, research shows the psychological understanding based on the SNS adoption by the small business owners, micro-entrepreneurs as well as for the practitioners and policymakers who are working to enhance the capability of the SMB. More investigations should be conducted on the other personality traits and cover more nations as demographic dividends in comparison to acquire more inclusive data.


Keywords


social networking sites; micro-entrepreneurs; technology acceptance model; theory of planned behavior; psychological determinants

Full Text:

PDF


References

  1. Ahmad, F., Mustafa, K., Hamid, S. A. R., et al. (2022). Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.897851
  2. Ajayi, J. O. (2015). Use and use intensity of social media networking systems by Nigerian agro-entrepreneurs. Scientific Papers Series Management, Economic Engineering in Agriculture and Rural Development, 15(1), 19–26.
  3. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(1), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
  4. Ajzen, I., & Fishbein, M. (1980), Understanding Attitudes and Predicting Social Behavior. Prentice-Hall: Englewood Cliffs, NJ, USA.
  5. Alyedreessy, L. M., & Rashid, T. (2020). Examining the Relationships Between Self-Esteem, Narcissistic Traits and Usage of Social Media Services of Instagram and Twitter. International Journal of Psychosocial Rehabilitation, 24(Special Issue 1), 36–42. https://doi.org/10.37200/ijpr/v24sp1/pr201131
  6. Amichai-Hamburger, Y., & Vinitzky, G. (2010). Social network use and personality. Computers in Human Behavior, 26(6), 1289–1295. https://doi.org/10.1016/j.chb.2010.03.018
  7. Anwar, M. N., & Daniel, E. M. (2017). Ethnic entrepreneurs and online home-based businesses: an exploratory study. Journal of Global Entrepreneurship Research, 7(1). https://doi.org/10.1186/s40497-017-0065-3
  8. Ashley, C., & Tuten, T. (2014). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761
  9. Autio, E., H. Keeley, R., Klofsten, M., et al. (2001). Entrepreneurial Intent among Students in Scandinavia and in the USA. Enterprise and Innovation Management Studies, 2(2), 145–160. https://doi.org/10.1080/14632440110094632
  10. Awwad, M. S., & Al-Aseer, R. M. N. (2021). Big Five personality traits impact on entrepreneurial intention: the mediating role of entrepreneurial alertness. Asia Pacific Journal of Innovation and Entrepreneurship, 15(1), 87–100. https://doi.org/10.1108/apjie-09-2020-0136
  11. Bayo‐Moriones, A., Billón, M., & Lera‐López, F. (2013). Perceived performance effects of ICT in manufacturing SMEs. Industrial Management & Data Systems, 113(1), 117–135. https://doi.org/10.1108/02635571311289700
  12. Bellakhal, R., & Mouelhi, R. (2023). Digitalisation and firm performance: evidence from Tunisian SMEs. International Journal of Productivity and Quality Management, 39(1), 42. https://doi.org/10.1504/ijpqm.2023.130872
  13. Bonfanti, R. C., Tommasi, F., Ceschi, A., et al. (2023). The Antecedents of the Technology Acceptance Model in Microentrepreneurs’ Intention to Use Social Networking Sites. European Journal of Investigation in Health, Psychology and Education, 13(7), 1306–1317. https://doi.org/10.3390/ejihpe13070096
  14. Brahem, M., & Boussema, S. (2022). Social media entrepreneurship as an opportunity for women: The case of Facebook-commerce. The International Journal of Entrepreneurship and Innovation, 24(3), 191–201. https://doi.org/10.1177/14657503211066010
  15. Cabeza-Ramírez, L. J., Sánchez-Cañizares, S. M., Santos-Roldán, L. M., et al. (2022). Impact of the perceived risk in influencers’ product recommendations on their followers’ purchase attitudes and intention. Technological Forecasting and Social Change, 184, 121997. https://doi.org/10.1016/j.techfore.2022.121997
  16. Caprara, G. V., Barbaranelli, C., Borgogni, L. (1997). The Big Five Questionnaire (BFQ): Psychometric Characteristics and Transcultural Validity. Arch. Psychol (Italian). Neurol. Psichiatr, 57, 486–504.
  17. Ceptureanu, S. I., Ceptureanu, E. G., Cristescu, M. P., et al. (2020). Analysis of Social Media Impact on Opportunity Recognition. A Social Networks and Entrepreneurial Alertness Mixed Approach. Entropy, 22(3), 343. https://doi.org/10.3390/e22030343
  18. Charness, N., & Boot, W. R. (2016). Technology, Gaming, and Social Networking. In: Handbook of the Psychology of Aging. Academic Press. pp. 389–407. https://doi.org/10.1016/b978-0-12-411469-2.00020-0
  19. Chen, J., & Liu, L. (2023). Social media usage and entrepreneurial investment: An information-based view. Journal of Business Research, 155, 113423. https://doi.org/10.1016/j.jbusres.2022.113423
  20. Correa, T., Hinsley, A. W., & de Zúñiga, H. G. (2010). Who interacts on the Web? The intersection of users’ personality and social media use. Computers in Human Behavior, 26(2), 247–253. https://doi.org/10.1016/j.chb.2009.09.003
  21. Costa, P. T., & McCrae, R. R. (1992). The Five-Factor Model of Personality and Its Relevance to Personality Disorders. Journal of Personality Disorders, 6(4), 343–359. https://doi.org/10.1521/pedi.1992.6.4.343
  22. Craig, J. B. L., & Johnson, D. (2006). Establishing individual differences related to opportunity alertness and innovation dependent on academic‐career training. Journal of Management Development, 25(1), 28–39. https://doi.org/10.1108/02621710610637945
  23. Davis, F. D. (1986). A technology acceptance model for empirically testing new end-user information systems: theory and results [PhD thesis]. MIT Sloan School of Management, Cambridge, MA.
  24. Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319. https://doi.org/10.2307/249008
  25. Di Stefano, G., Ruggieri, S., Bonfanti, R. C., et al. (2023). Entrepreneurship on Social Networking Sites: The Roles of Attitude and Perceived Usefulness. Behavioral Sciences, 13(4), 323. https://doi.org/10.3390/bs13040323
  26. Diab-Bahman, R. (2021). The Impact of Dominant Personality Traits on Team Roles. The Open Psychology Journal, 14(1), 33–45. https://doi.org/10.2174/1874350102114010033
  27. Dixit, R. V., & Prakash, G. (2018). Intentions to Use Social Networking Sites (SNS) Using Technology Acceptance Model (TAM). Paradigm, 22(1), 65–79. https://doi.org/10.1177/0971890718758201
  28. Do, B. R., Dadvari, A., & Moslehpour, M. (2020). Exploring the mediation effect of social media acceptance on the relationship between entrepreneurial personality and entrepreneurial intention. Management Science Letters, 3801–3810. https://doi.org/10.5267/j.msl.2020.7.031
  29. Fishbein, M., & Ajzen, I. (2005). The Influence of Attitudes on Behavior. In: The Handbook of Attitudes. Mahwah, NJ: Lawrence Erlbaum Associates. pp. 173–222.
  30. Gelderen, M. van. (2016). Entrepreneurial Autonomy and its Dynamics. Applied Psychology, 65(3), 541–567. https://doi.org/10.1111/apps.12066
  31. Gupta, V., Rubalcaba, L., Gupta, C., et al. (2022). Social networking sites adoption among entrepreneurial librarians for globalizing startup business operations. Library Hi Tech, 42(3), 947–974. https://doi.org/10.1108/lht-05-2022-0234
  32. Gyamera, E., Abayaawien Atuilik, W., Eklemet, I., et al. (2023). An analysis of the effects of management accounting services on the financial performance of SME: The moderating role of information technology. Cogent Business & Management, 10(1). https://doi.org/10.1080/23311975.2023.2183559
  33. Hafeez, K., Foroudi, P., Nguyen, B., et al. (2018). How do entrepreneurs learn and engage in an online community-of-practice? A case study approach. Behaviour & Information Technology, 37(7), 714–735. https://doi.org/10.1080/0144929x.2018.1474255
  34. Hamid, A. A., Razak, F. Z. A., Bakar, A. A., & Abdullah, W. S. W. (2016). The effects of perceived usefulness and perceived ease of use on continuance intention to use e-government. Procedia economics and finance, 35, 644–649. https://doi.org/10.1016/S2212-5671(16)00079-4
  35. Haug, A., Adsbøll Wickstrøm, K., Stentoft, J., et al. (2020). The impact of information technology on product innovation in SMEs: The role of technological orientation. Journal of Small Business Management, 61(2), 384–410. https://doi.org/10.1080/00472778.2020.1793550
  36. Hossain, M., & Rahman, M. F. (2018). Social media and the creation of entrepreneurial opportunity for women. Management, 8(4), 99–108.
  37. Ibrahim, S. B., & Afifi, O. (2018). Determinants of entrepreneurial intentions using theory of planned behavior. Available online: https://www.researchgate.net/publication/323616845_Determinants_of_entrepreneurial_intentions_using_Theory_of_Planned_Behavior (accessed on 10 April 2024).
  38. Kahar, R., Yamimi, F., Bunari, G., et al. (2012). Trusting the Social Media in Small Business. Procedia - Social and Behavioral Sciences, 66, 564–570. https://doi.org/10.1016/j.sbspro.2012.11.301
  39. Karim, M. S., Nahar, S., & Demirbag, M. (2022). Resource-Based Perspective on ICT Use and Firm Performance: A Meta-analysis Investigating the Moderating Role of Cross-Country ICT Development Status. Technological Forecasting and Social Change, 179, 121626. https://doi.org/10.1016/j.techfore.2022.121626
  40. Liñán, F., & Chen, Y. (2009). Development and Cross–Cultural Application of a Specific Instrument to Measure Entrepreneurial Intentions. Entrepreneurship Theory and Practice, 33(3), 593–617. https://doi.org/10.1111/j.1540-6520.2009.00318.x
  41. Littunen, H. (2020). Networks and Local Environmental Characteristics in the Survival of New Firms. Small Bus Econ, 15, 59–71. https://doi.org/10.1023/A:1026553424833
  42. Maydiantoro, A., Jaya, M. T. B., Basri, M., et al. (2021). The influence of entrepreneurial attitudes, subjective norms and self-efficacy on entrepreneurial intentions. Journal of management Information and Decision Sciences, 24(S4), 1–12.
  43. McLaughlin, C., & Stephens, S. (2019), The theory of planned behavior: the social media intentions of SMEs. Irish Academy of Management, 1–30.
  44. Modimogale, L., & H. Kroeze, J. (2011). The Role of ICT within Small and Medium Enterprises in Gauteng. Communications of the IBIMA, 1–9. https://doi.org/10.5171/2011.369288
  45. Nakara, W. A., Benmoussa, F. Z., & Jaouen, A. (2012). Entrepreneurship and social media marketing: evidence from French small business. International Journal of Entrepreneurship and Small Business, 16(4), 386. https://doi.org/10.1504/ijesb.2012.047608
  46. Nawi, N. B. C., Mamun, A. A., Nasir, N. A. B. M., et al. (2017). Acceptance and usage of social media as a platform among student entrepreneurs. Journal of Small Business and Enterprise Development, 24(2), 375–393. https://doi.org/10.1108/jsbed-09-2016-0136
  47. Neghină, R. A., Mănescu, V. A., Ganciu, M. R., et al. (2019). Online business networking experience research on ecommerce entrepreneurs. Proceedings of the International Conference on Business Excellence, 13(1), 385–398. https://doi.org/10.2478/picbe-2019-0034
  48. Ng, D. X., Lin, P. K. F., Marsh, N. V., et al. (2021). Associations Between Openness Facets, Prejudice, and Tolerance: A Scoping Review with Meta-Analysis. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.707652
  49. Olanrewaju, A. S. T., Hossain, M. A., Whiteside, N., et al. (2020). Social media and entrepreneurship research: A literature review. International Journal of Information Management, 50, 90–110. https://doi.org/10.1016/j.ijinfomgt.2019.05.011
  50. Omotosho, B. J. (2020). Small scale craft workers and the use of social media platforms for business performance in southwest Nigeria. Journal of Small Business & Entrepreneurship, 35(2), 181–196. https://doi.org/10.1080/08276331.2020.1764732
  51. Osgood, C. E., Suci, G. J., & Tannenbaum, P. H. (1957). The Measurement of Meaning. University of Illinois Press: Champaign, IL, USA.
  52. Özgüven, N., & Mucan, B. (2013). The Relationship Between Personality Traits and Social Media Use. Social Behavior and Personality: An International Journal, 41(3), 517–528. https://doi.org/10.2224/sbp.2013.41.3.517
  53. Park, J., Sung, C., & Im, I. (2017). Does Social Media Use Influence Entrepreneurial Opportunity? A Review of its Moderating Role. Sustainability, 9(9), 1593. https://doi.org/10.3390/su9091593
  54. Rauniar, R., Rawski, G., Yang, J., et al. (2014). Technology acceptance model (TAM) and social media usage: an empirical study on Facebook. Journal of Enterprise Information Management, 27(1), 6–30. https://doi.org/10.1108/jeim-04-2012-0011
  55. Santoso, S. (2021). Relationship between social media, Organizational Support, Subjective Norms and Perceived Behavioral Control to Form Entrepreneurial Intention. Expert Journal of Business and Management, 9(1).
  56. Shabbir, M. S., Ghazi, M. S., & Mehmood, A. R. (2016). Impact of Social Media Applications on Small Business Entrepreneurs. Management and Economics Research Journal, 02, 1. https://doi.org/10.18639/merj.2016.02.200914
  57. Souitaris, V., Zerbinati, S., & Al-Laham, A. (2007). Do entrepreneurship programmes raise entrepreneurial intention of science and engineering students? The effect of learning, inspiration and resources. Journal of Business Venturing, 22(4), 566–591. https://doi.org/10.1016/j.jbusvent.2006.05.002
  58. Tarutė, A., & Gatautis, R. (2014). ICT Impact on SMEs Performance. Procedia - Social and Behavioral Sciences, 110, 1218–1225. https://doi.org/10.1016/j.sbspro.2013.12.968
  59. Tornikoski, E., & Maalaoui, A. (2019). Critical reflections—The Theory of Planned Behaviour: An interview with Icek Ajzen with implications for entrepreneurship research. International Small Business Journal: Researching Entrepreneurship, 37(5), 536–550. https://doi.org/10.1177/0266242619829681
  60. Trainor, K. J. (2012). Relating Social Media Technologies to Performance: A Capabilities-Based Perspective. Journal of Personal Selling & Sales Management, 32(3), 317–331. https://doi.org/10.2753/pss0885-3134320303
  61. Tripopsakul, S. (2018). Social Media Adoption as A Business Platform: An Integrated Tam-Toe Framework. Polish Journal of Management Studies, 18(2), 350–362. https://doi.org/10.17512/pjms.2018.18.2.28
  62. Utami, C. W. (2017). Attitude, subjective norm, perceived behaviour, entrepreneurship education and self-efficacy toward entrepreneurial intention university student in Indonesia. European Research Studies Journal, (2A): 475–495.
  63. Wicaksono, A., & Maharani, A. (2020). The Effect of Perceived Usefulness and Perceived Ease of Use on the Technology Acceptance Model to Use Online Travel Agency. Journal of Business Management Review, 1(5), 313–328. https://doi.org/10.47153/jbmr15.502020
  64. Zafar, M. J., Yasin, G., & Ijaz, M. (2012). Social networking a source for developing entrepreneurial intentions among entrepreneurs: A case of Multan. Asian Economic and Financial Review, 2(8), 1072–1084.
  65. Zhao, H., Seibert, S. E., & Lumpkin, G. T. (2009). The Relationship of Personality to Entrepreneurial Intentions and Performance: A Meta-Analytic Review. Journal of Management, 36(2), 381–404. https://doi.org/10.1177/0149206309335187


DOI: https://doi.org/10.24294/jipd.v8i8.5811

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Siva Prakash C. S., Sangeeta, Goutam Dutta, Wilson Cordova, Gabriel Rojas Martel, Shaista Alvi, Parayitam Chennakesava Rao

License URL: https://creativecommons.org/licenses/by/4.0/

This site is licensed under a Creative Commons Attribution 4.0 International License.