TESTING ALTERNATIVE MODELS OF USER INVOLVEMENT AND SATISFACTION IN THE SOCIAL MEDIA CONTEXT

摘要

This study extends the Technology Acceptance Model (TAM) to the social media usage context by introducing two new relevant constructs of the users' social media involvement and satisfaction. This study develops and empirically tests three alternative conceptual models that capture the relationships among ease-of-use, usefulness, security, involvement, user satisfaction, and social media usage intention. LISREL analysis results show that the dual mediation impact model to be the best-fit model. Implications and research directions are discussed.