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Factors affecting social TV acceptance among Generation Z in Jordan
Mokhtar Elareshi1, Mohammed Habes2, Khalaf Al-Tahat3
1College of Communication and Media, Al Ain University, United Arab Emirates.
Acta Psychologica
|September 2, 2022
Summary
Generation Z in Jordan accepts Social TV due to personal beliefs and attitudes, with perceived ease-of-use and usefulness significantly influencing adoption. Motivational factors play a complex role in shaping user behavior and intention towards interactive media platforms.
Area of Science:
- Social Sciences
- Media Studies
- Human-Computer Interaction
Background:
- Social TV represents a significant technological shift, transforming television into an interactive media platform for communication, education, and entertainment.
- Understanding the adoption of new media technologies is crucial for predicting future media consumption patterns.
- Generation Z, as digital natives, represents a key demographic for studying the acceptance of evolving media forms like Social TV.
Purpose of the Study:
- To investigate the factors influencing the acceptance of Social TV among Generation Z in Jordan.
- To examine the relationships between personal beliefs, attitudes, subjective norms, and behavioral intention concerning Social TV.
- To assess the mediating roles of perceived ease-of-use and perceived usefulness in Social TV acceptance.
Main Methods:
- A cross-sectional research design was employed.
- Data were collected from 304 Generation Z respondents in Jordan.
- Structural Equation Modelling (SEM) was utilized to analyze the data and test the proposed relationships.
Main Results:
- Personal beliefs, attitude towards behavior, and intention towards behavior were significant predictors of Social TV acceptance.
- Attitude towards behavior was not significantly linked to subjective norms, and subjective norms were not correlated with intention towards behavior.
- Perceived ease-of-use and perceived usefulness significantly mediated the relationship between the studied factors and Social TV acceptance, highlighting their importance in shaping user habits.
Conclusions:
- Social TV acceptance among Generation Z is influenced by a combination of psychological and technological factors.
- Perceived ease-of-use and usefulness are critical drivers for integrating Social TV into users' behavioral patterns.
- Motivational factors have a complex but significant impact on user intention and the adoption of interactive media technologies, underscoring the need for nuanced approaches in understanding technology acceptance.
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