The Effect of Technology Acceptance Model on Behavioral Intention to Use Facebook Live: The Mediating Role of Attitude

Abstract

According to the variety of availability of social network sites (SNSs), it is a challenge for marketer to select appropriate SNSs for marketing communication purpose.  According to the Technology Acceptance Model (TAM), it allows marketers to investigate the degree of technology acceptance prior to incorporating it as a part of marketing communication strategy.  As Facebook Live is a new feature, this study aims to investigate the effect of perceived usefulness and perceived ease of use on attitude, as well as behavioral intention to use Facebook Live.  Also, this study proposes that there is a mediating effect of attitude on the relationship of perceived usefulness and perceived ease of use towards behavioral intention.  The research was conducted on the 373 Facebook Live users in Bangkok.  Regression was employed to test the effects of all proposed hypotheses.  Whilst the results found that there are significant effect of perceived usefulness and perceived ease of use on attitude and behavioral intention to use Facebook Live, only partial mediation effect of attitude was found.