FACTOR AFFECTING THE USE BEHAVIOR OF SOCIAL MEDIA USING UTAUT 2 MODEL

FACTOR AFFECTING THE USE BEHAVIOR OF SOCIAL MEDIA USING UTAUT 2 MODEL

Author		: LISTYO DWI HARSONO; LISANDY ARINTA SURYANA
Published on	: First Asia Pacific Conference on Global Business, Economics,    Finance & Social Sciences (AP14 Singapore Conference) (Singapore)

Abstract

“The development of the Internet started a change of conventional communications media into digital communications media . One of the most rapid growing digital communication media at this time is social media. LINE as one of the social media is becoming the most favorite social media. The increasing number of users LINE accompanied by the behavioral intention that affecting use behavior of LINE. Based on this, research is needed to determine how the use behavior of LINE. Consumer technology research model , Unified Theory of Acceptance and Understanding of Technology 2 (UTAUT 2) , is used to examine the use behavior of LINE as a communication media. This study uses 419 regular college students in the city of Bandung as respondents. Accidental sampling technique is used. Behavioral intention and use behaviors of LINE are measured by considering the facilitating condition , performance expectancy , effort expectancy , social influence , hedonic motivation , price value , and habit as the independent variabels. The results showed that almost all of the independent variables affect the behavior intention and use behavior of LINE except performance expectancy , social influence , and price value . In addition , the results also showed that behavioral intention and use behavior of LINE are in the category of very high which means that regular college students in the city of Bandung have the high desire and the intensity of the use LINE .”