Determinants of Use of Social Media Tools in Retailing Sector
Journal of Theoretical and Applied Electronic Commerce Research
The adoption of Social Media as part of organizational processes has been explosive during the last years. While decisions related to the adoptions of such technologies seem to be taken under competitive pressure there is little known as to the management attitudes and perceptions in the use of these technologies. The purpose of this article is to study factors affecting the acceptance of Social Media as a business strategy by Spanish retailers. A model that explains the adoption of Social
... tion of Social Media tools has been created, on the basis of a technology acceptance model by adding the perceived strategic value, generating an extended model useful for academics and practitioners. The results confirm the central role played by the perceived ease of use of Web 2.0 in the process of its adoption as a business tool. providers of such applications are able to offer products that meet the criteria and the motives for creating positive intentions. purposes. Identification of positive and negative effects of such attitudes will help academics to better understand the effects of new technologies on management decision making process but also will help practitioners to review their technology adoptions strategies, develop schemes that motivate their employees to use these technologies in an efficient way and last but not least to develop internal guidelines that will minimize potential dangers from the emerging blurring of the boundary between private and business use of technology.