Exploring the behavioral aspects of adopting technology: Meeting planners' use of social network media and the impact of perceived critical mass

Woojin Lee, Timothy Tyrrell, Mehmet Erdem

Research output: Contribution to journalArticle

21 Scopus citations

Abstract

The purpose of this study is three fold: to provide a preliminary exploration of meeting planners' use and perceived usefulness of the different types of social media; to examine why meeting planners use social media and; to investigate the perception of adopting the social media, especially as perceived critical mass impacts the adoption of social networking media. Data were collected from the members of a professional association for meeting professionals in the Southwest US using an online self-administered questionnaire. A total of 510 members received an invitation to take the survey and 120 responses were received, representing a 23.5 percent response rate. Descriptive analysis, discriminant validity, reliability and path analysis were used to estimate the relationships between the five constructs: perceived critical mass, usefulness, ease of use, attitudes and intention to use social network media in the future. The most commonly preferred social network sites were Facebook (29 percent), LinkedIn (15 percent), YouTube (13 percent), Twitters (11 percent) and My Space (11 percent) and the social networking media rated most useful were Facebook (mean=3.7), LinkedIn (mean=3.1), YouTube (mean=3.0), Blogs (mean=2.7), Webinars (mean=2.6) and Twitter (mean=2.5), The top three reasons for using social media were: to communicate with other planners easily and quickly through chat or discussion boards (80.4 percent), to share queries, problems, solutions and opinions with other meeting planners (70.1 percent) and to get feedback from attendees after meeting/event/convention (69.9 percent). Additionally, the path model used in the analysis indicated that perceived critical mass not only directly influences intention to use social network media but also indirectly affects attitude toward using social media and intention to use social media simultaneously through perceived ease of use and perceived usefulness. Even though the social networking media has previously been used by many meeting planners to find information, few research studies have explored the meeting planners' perception of social networking media and what factors may have an effect on meeting planners' adoption of using social network media. This study provides a preliminary empirical analysis of meeting planners' perception of these tools and the factors that influence their utilization.

Original languageEnglish (US)
Pages (from-to)6-22
Number of pages17
JournalJournal of Hospitality and Tourism Technology
Volume4
Issue number1
DOIs
StatePublished - Mar 15 2013

Keywords

  • Marketing
  • Meeting planners
  • Path analysis
  • Perceived critical mass
  • Perceived ease of use
  • Perceived usefulness
  • Social media
  • Social network media
  • Technology acceptance model

ASJC Scopus subject areas

  • Information Systems
  • Tourism, Leisure and Hospitality Management
  • Computer Science Applications

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