Towards an Extended Mobile Social Network Acceptance Model for the Social Entrepreneurs’ Skill Enhancement


Since Davis (1989) developed the theory of technology acceptance model (TAM) and explained the factors influence users to accept and use technologies based on perceived usefulness and perceived ease of use. Many scholars modified TAM (Reychav, Ndicu, and We, 2016; Chaka and Govender, 2020; Ali et al., 2018; Park et al., 2014). But to what extent social entrepreneurs use and accept mobile social network (MSN) for enhancing their skills need to be investigated. So, the main purpose of this research is to investigate the factors influence social entrepreneurs to use and accept MSN for enhancing their skills. A qualitative research consisting of telephone interview was conducted. A total of 30 interviews was conducted with the social entrepreneurs from Yunus Center Social Business Design Lab in Bangladesh. The data was analyzed thematically. The result shows that ease of use, usefulness, diversity, sociability, and enjoyment—are the main factors influencing social entrepreneurs to accept MSN for enhancing their skills. The two factors: usefulness and ease of use have supported by TAM (Davis, 1989). The other three factors: diversity, sociability, and enjoyment were found to be added to the technology acceptance model in this study. Therefore, we suggested the extended mobile social network acceptance model (EMSNAM) for understanding the perceptions of social entrepreneurs on using MSN for enhancing their skills. The EMSNAM was developed based the results from interview data analysis. So future research should be carried out to more quantitatively validate and verify the EMSNAM for enhancing the skills of social entrepreneurs.

Author Information
Karishma Zaman Katha, Japan Advanced Institute of Science and Technology, Japan
Eunyoung Kim, Japan Advanced Institute of Science and Technology, Japan

Paper Information
Conference: ACEID2021
Stream: Professional Training

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Posted by James Alexander Gordon