An Analysis of the Technology Acceptance Model in Understanding Students' Behavioral Intention to Use University's Social Media

Many universities implement social media for various reasons. It is obvious that the number of social media opportunities provided by universities continue to grow in Thailand. Recently, universities have begun incorporating these social media tools such as Facebook and Line into their marketing mix to connect with everyone, from prospective students to alumni. However, little reliable research existed to indicate whether these tools were an appropriate or effective recruitment resource for universities to use. A sample of 350 freshmen university students took part in the research. The Structural Equation Modeling (SEM) was employed to explain the adoption process. The proposed model was developed based on the technology acceptance model (TAM). The result showed that TAM and SEM were efficient theoretical tools to understand students' acceptance of social media.