Examining the Influence of Social Norms on the Intention to Use Social Networking Media: A Study of Generation Z in Indonesia

Abstract

The objective of this study is to observe the
influences that affect the dissemination of social networking
media among Generation Z in Indonesia. The country has been
dubbed a ‘sweet spot’ for Internet-based business. However,
there are still very few social media companies which have
opened their bases in Indonesia. Is it because of the slow pace of
technology acceptance in the country? A conceptual model of the
Technology Acceptance Model (TAM) is proposed and
empirically tested in the context of social networking media
usage. Subjective norms were added on as an external factor,
since they are said to have an impact on the nature of using social
networking media. Structural Equation modeling was used on
the survey data from 200 respondents from a particular group
(Generation Z, age 11-16) to test the model’s fit and the
corresponding hypotheses. The results show social norms were
not a factor influencing the usage of social media. Usefulness with
an indirect influence from ease-of-use were the factors that could
encourage the spread of social media.