The model was tested using cross-sectional data collected from different workplaces in different geographic regions. To detect the homogeneity of users’ behavior, we used a response-based procedure for partial least squares. The model was strongly supported for the global model. Our results revealed the existence of distinct adoption behaviors for different groups within the overall sample. These findings advance theory and contribute to future research on social media adoption.
- Intrinsic and extrinsic factors
- Social media
- Unobserved heterogeneity
ASJC Scopus subject areas
- Information Systems
- Computer Networks and Communications
- Library and Information Sciences