El efecto condicional indirecto de la expectativa de rendimiento en el uso de Facebook, Google+, Instagram y Twitter por jóvenes

Carlos  Arcila Calderón; Marcela López; Jennie Peña

doi:10.4185/RLCS-2017-1181

Authors

Carlos Arcila Calderón University of Salamanca https://orcid.org/0000-0002-2636-2849
Marcela López University of the Coast
Jennie Peña Universidad del Norte https://orcid.org/0000-0002-7580-0630

DOI:

https://doi.org/10.4185/RLCS-2017-1181

Keywords:

ICT, social media, innovation, adoption, use, youth, performance expectancy

Abstract

Previous studies have found a strong relationship between the degree to which individuals believe a technology helps to gain performance (performance expectancy) and the use of that technology. However, there is little empirical research that tests the mechanisms and conditions through which this effect operates in the adoption of social media by youngsters. Methods: We surveyed 502 students from Colombia and run a moderated mediation analysis to check conditional indirect effects. Results and conclusions: Data revealed high adoption rates (68%) of popular social media (Facebook, Google+, Instagram and Twitter) and, consistent with the Unified Theory of Acceptance and Use of Technology (UTAUT), results showed that the conditional indirect effect of performance expectancy in the use of social media is a relevant predictor with weights up to 0.53. This effect is mediated by the behavioral intention, but only in some cases moderated by age and gender.

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Author Biographies

Carlos Arcila Calderón, University of Salamanca

Professor and Academic Secretary of the Department of Sociology and Communication of the University of Salamanca (Spain). Member of the Audiovisual Content Observatory (OCA) and professor of the Doctorate in Training in the Knowledge Society. Editor of the Electronic Yearbook of Studies in Social Communication "Dissertations". European Doctor in "Communication, Social Change and Development" from the Complutense University of Madrid. Master in Data Science and Master in Journalism, both from the Rey Juan Carlos University (URJC). I have been a professor at the Universidad del Rosario (Colombia), the Universidad del Norte (Colombia), the Universidad de Los Andes (ULA) (Venezuela); URJC post-doctoral researcher; and associate researcher at the Andrés Bello Catholic University (UCAB) (Venezuela). In addition, I have been a visiting professor at the National University of Distance Education (UNED) (Spain), the University of La Sabana (Colombia), the University of Santiago de Compostela (Spain), the Mayor University (Chile) and the State University Paulista (Brazil).

Marcela López, University of the Coast

Social Communicator, Marketing Specialist. Master in Communication in the line of new technologies and digital citizenship. PhD candidate in Communication at the University of Seville, in the journalism line: political communication and social networks.

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