THE ACCEPTANCE OF SOCIAL MEDIA FOR ONLINE BUSINESS AMONG STUDENT ENTREPRENEURS

Abstract

The research of social media as a business platform among student entrepreneurs in Malaysia is still at the early stage and the factors influencing the adoption of social media in online business remains unclear. Social media has become a fundamental issue in business because the main role of social media is to with the consumers. Earlier studies on social media have mostly focused on how students use for academic purposes. However, limited research has been done on how n online business. Therefore, there is a need to examine the factors contributing to the adoption of social media for online business among student entrepreneurs in Malaysia. 300 student entrepreneurs from public universities in Malaysia participated in this study and participants’ selection was gained through an online survey. The data was generated using SPSS v22 Program and SmartPLS 3.0. The findings found that there is significant effect on the relationship between facilitating conditions, perceived enjoyment, perceived trust and perceived risk with adoption of social media in online business. However, there is no significant effect of the relationship between performance expectancy, effort expectancy and social influence with adoption of social media in online business. Overall, the results indicate that the model suggests a clear understanding of the factors influencing the adoption of social media in online business Based on the findings, this study proved the theoretical implication. The recommendation, limitation and direction for further research are also discussed.