Thi-Minh Ngoc Luu, Phuong Mai Nguyen, Thi Huong Dang, Phu Quy Dao
This paper used an integrated framework adapting from Technology Acceptance Model (TAM) and the Technological-Organizational-Environmental (TOE) framework adapted from a study by Tripopsakul (2018) to examine factors affecting the decision to adopt social media in business by individual and household retailers in Vietnam. Data were collected from 773 respondents through an online self-administered questionnaire survey in the three biggest cities of Vietnam (i.e. Hanoi, Ho Chi Minh City, and Danang) using convenient and snowball sampling method. Structural Equation Modelling (SEM) analysis was used to test the hypotheses. Results showed that social media adoption was significantly influenced by environmental context, perceived ease of use, and perceived usefulness, respectively. The technological and organizational contexts were proved to have a medium positive impact on social media adoption through perceived ease of use and perceived usefulness as two mediators. It is implied from the research findings that Vietnamese individual and household retailers mainly adopt social media because of the extrinsic forces rather than their intrinsic motives. Moreover, this study revealed that the more self-efficacy, innovativeness and IT experience that the Vietnamese retailers have, the more willing they are to adopt social media in business.