FACTORS INFLUENCING ACCEPTANCE AND GRATIFICATION OF SOCIAL MEDIA USE FOR LEARNING: A STRUCTURAL EQUATION MODELING APPROACH

Abstract

This study developed and validated social media acceptance and gratification model for learning. The justification for this study was hinged on the unproductive use of social media among students of higher institutions of learning in and whether it will be adopted as a learning medium. A cross-sectional survey method was used to prosecute the study. The study sample consisted of 248 undergraduate students. To achieve the objective of the study, a proposed model was developed through the following theories. Factors from technology acceptance -model were extended with compatibility from innovation diffusion theory and gratification model. The instrument used for gathering the data of study was adapted and modified and thus subjected to validity and reliability check appropriately. The data of the study was subjected to Structural Equation Modeling analysis with AMOS 22 version. The data of the study supported the proposed acceptance and gratification model of the study. The theoretical and practical implication of the study were reported, the result of the study confirms the reliability and validity of the model for explaining social media acceptance and gratification for learning among Nigerian undergraduate students. The study reported the implication of these findings to social media system developers and stakeholders in education.