The Influence of Organizational Innovation in the Use of Social Media Technology (SMT) by Students: A Resource-Based Theory Perspective as an Extension of the Technology Acceptance Model

Muchammad Syafruddin

doi:10.55927/fjmr.v4i11.574

Authors

Muchammad Syafruddin Diponegoro University

DOI:

https://doi.org/10.55927/fjmr.v4i11.574

Keywords:

Student Use of SMT, Organizational Innovation, Technology Acceptance Model (TAM), Resource Based Theory (RBT)

Abstract

The social environment certainly influences student behavior, including the behavior of using Social Media Technology (SMT). This study investigates whether organizational innovation, which is an important part of the student's social environment, influences student SMT usage. The Technology Acceptance Model (TAM) and its extension theory, Resource-Based Theory (RBT), are the basis for testing this influence. Based on SMT, the variables that influence SMT usage are (1) perceived ease of use, and (2) perceived usefulness, while based on the SMT perspective, it can be estimated that organizational innovation strengthens the relationship between perceived ease of use and SMT usage and between perceived usefulness and SMT usage. The study sample included 236 students residing throughout Indonesia. The study used SPSS 25 for descriptive statistics and AMOS 26 to test all hypotheses. The results showed that ease of use, usefulness, and organizational innovation influenced students' SMT usage. Organizational innovation also strengthened the relationship between ease of use and SMT usage, and usefulness and SMT usage.To the researcher's understanding, the originality of this study lies in the absence of research on student SMT use based on two theories: TAM and RBT. Furthermore, there has been no research on the organizational innovation variable related to SMT use.

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