Acceptance and Behavior of Social Media Use: Causality Analysis of Media Needs, Media Choice and Intervening Characteristics of Social Media Innovations

Abstract

Social media as one of the implementations of CMC has been widely used by more than half of the world's population in various forms of fulfilling needs and choices in interaction and communication, which is a phenomenon that we can see today. This research aims to see to what extent these needs and choices influence the acceptance and use of social media directly or indirectly through the characteristics of the innovation possessed by these social media. The research method used is a quantitative approach through a survey of the population of the reseacrh, namely students of the communication science study program of PTS in DKI Jakarta, represented by 378 respondents who have been validated. Data analysis using SEM modeling which is divided into measurement and structural models. The results of the research indicate that social media needs and choices have a significant effect on social media acceptance, social media needs and the choices have a significant effect on social media use behavior, then also the social media needs and choices through the characteristics of innovation have a significant effect on social media acceptance and needs. The choice of social media through the characteristics of innovation has a significant effect on the behavior of using social media. This research also shows that the need factors include personal needs, social needs and the need for tension relief and choice factors, namely media richness and critical mass of social media have an influence in accepting and using social media by students.