Psychological Need Satisfaction Through Social Media A Technology Acceptance Model Perspective

Abstract

In the context of increasing churn in the social media space with the newlinerapid introduction of new tools, the acquisition and amalgamation of social newlinemedia apps, and the slow death and decay of older social media giants, it is newlineof interest to study the factors that influence the adoption and active use of newlinesocial media. The present study integrates the Uses and Gratifications Theory newlinefrom communications research, and Technology Acceptance Model from newlineInformation Technology research to develop a conceptual model that explains newlinethe intervening processes behind social media use behaviour. newlineThe researchers attempt to give an understanding of how higher-order newlinepsychological needs such as the need for belongingness, need for self-esteem newlineand need for self- actualization influence the continuation intention of users newlinethrough the mediating mechanisms of cognitive absorption and the user newlinebeliefs of perceived usefulness and perceived ease of use. The study is newlinedescriptive and explanatory in nature and uses a convenience sample of 744 newlineIndian social media users. Standardized scales from established literature newlinewere used in the form of a questionnaire to collect data about the study newlinevariables. The data analysis was performed using SPSS 23 and IBM SPSS newlineAMOS 24. Psychological Need Satisfaction was found to have significant, direct newlineeffects on Cognitive Absorption, Perceived Usefulness and Perceived Ease of newlineUse. Cognitive Absorption, Perceived Ease of Use and Perceived Usefulness newlinehad significant direct effects on the Intention to Continue Use. newline