Modelling the impact of perceived connectivity on the intention to use social media: Discovering mediating effects and unobserved heterogeneity

Samuel Fosso Wamba, Shahriar Akter, Wai Ting Ngai, Imed Boughzala

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

1 Citation (Scopus)


Early research examined the direct effect of perceived connectivity (PC) on intention to adopt information systems. In this study, we extend that research stream by examining the mediating effects of perceived enjoyment (PE) and perceived playfulness (PP) on the relationship between PC and the intention to use social media within the workplace. To test our proposed model, we collected data from 2,556 social media users from Australia, Canada, India, the UK, and the US. We applied the REBUS-PLS algorithm, a response-based method for detecting unit segments in PLS path modelling and assessing the unobserved heterogeneity in the data sample. Based on the strength of effects, the algorithm automatically detected two groups of users sharing the same intentions to use social media. A post hoc analysis of each group was done using contextual and demographic variables including geographic location, country, age, education and gender. Implications for practice and research are discussed.
Original languageEnglish
Title of host publicationPacific Asia Conference on Information Systems, PACIS 2015 - Proceedings
PublisherPacific Asia Conference on Information Systems
Publication statusPublished - 1 Jan 2015
Event19th Pacific Asia Conference on Information Systems, PACIS 2015 - Singapore, Singapore
Duration: 5 Jul 20159 Jul 2015


Conference19th Pacific Asia Conference on Information Systems, PACIS 2015


  • Perceived connectivity
  • Perceived enjoyment
  • Perceived playfulness unobserved heterogeneity
  • Social media

ASJC Scopus subject areas

  • Information Systems

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