The adoption of social media by Thai university students: Multiple group moderating effects

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dc.contributor.authorSuksa-ngiam, Watanyoo
dc.contributor.authorChaiyasoonthorn, Wornchanok
dc.date.accessioned2026-08-06T10:10:58Z
dc.date.available2026-08-06T10:10:58Z
dc.date.issued2015-01-01
dc.description.abstractThe purposes of this research are to explain why Thai university students use social media and how differences between groups of respondents moderate the structure of relationships. Four core latent constructs were investigated in this study: behavioural intention (BI), subjective norms (SN), perceived ease of use (PEOU), and perceived usefulness (PU). Two moderating variables, gender and age, were employed to answer the research questions. Respondents (n = 600) in three universities in Bangkok, Thailand, were selected and Structural Equation Modelling (SEM) was employed to analyse the data. The results show that behavioural intention is influenced by perceived ease of use, subjective norm, and perceived usefulness respectively. Perceived usefulness is also influenced by perceived ease of use. Moreover, our study affirms that the path from subjective norm to behavioural intention is moderated by age. This path is stronger for older people than for younger people. Discussions, limitations, and recommendations for future research are addressed.
dc.identifier.citationInformation Development, 31(1), 69-82, 2015
dc.identifier.doi10.1177/0266666913502800
dc.identifier.issn02666669
dc.identifier.other2-s2.0-84921449513
dc.identifier.urihttps://dspace.kmitl.ac.th/handle/123456789/6095
dc.sourceInformation Development
dc.subjectsocial media
dc.subjectThailand
dc.subjectuniversity students
dc.subjectuser studies
dc.titleThe adoption of social media by Thai university students: Multiple group moderating effects
dc.typeArticle

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