Usage Behavior and Acceptance of Innovative Technology Affecting the Selection of Social Networking Application in Mueang Chiang Rai District, Chiang Rai Province

Abstract

The purposes of the study were to investigate: 1) the demographic aspect, the usage behavior, the acceptance of innovative technology, and the selection of social networking application; 2) the usage behavior affecting the acceptance of innovative technology; 3) the usage behavior affecting the selection of social networking application; and 4) the acceptance of innovative technology affecting the selection of social networking application. The subject of the study was obtained by using non-probability, accidental sampling of 400 male users. The statistics used were frequency, percentage, mean, standard deviation, One-way ANOVA, and the multiple linear regression analysis. The results of the study revealed that the questionnaire respondents were male aged 20-30 years, self-employed, bachelor's degree earned, with an average monthly income of 10,001-15,000 baht.           

With regard to the usage behavior of social networking application, the place for accessing was at home, knowing the application was by self-accessing, most of using time was at nighttime, the time duration was about 1-3 hours a day. The frequency of usage was more than 15 times a day, the experience of usage was more than 10 years, the reason for using application was because it fitted to their interests, the selected service was using Facebook for searching information and communication.

In terms of the acceptance of innovative technology in general, it was found at a high level. With considering each aspect, the perception of utilization was found at the highest mean.  The selection of social networking application in general was at a high level. With considering each aspect, the highest mean score was on the smartphone's operating system

In terms of the usage behaviors influencing on the adoption of technology innovation, it was found that there was a statistically significant difference at .05 level among the perception of compatibility, advantages, the easiness of usage, financial resources, safety risks, and trust.

With regard to the usage behavior affecting the selection of social networking applications, there was a difference among the smartphone operating system, the equipment of social networking application, and the type of smartphone application. It was at .05 level of statistical significance.

Importantly, the adoption of technological innovation in general which influence the choice of social networking application usage was statistically significant at the .05 level. They include the smartphone's operating system (β = .21), the operating devices (β = .67), and types of application on the smartphone (β = .11). the prediction power (Adjusted. R²) 71 percent and prediction error (SEE) of .21.