Understanding Students’ Behavioural Intentions To Use Social Media Learning In Education: A Utaut Model Approach

Abstract

This paper seeks to examine students’ behavioral intention to adopt social media learning in education through a unified theory of acceptance and use of technology (UTAUT) model based on data collected from 279 undergraduate students of different colleges of Delhi University, Delhi, India. The results revealed that students’ behavioral intention to use social media learning in education is significantly affected by their perceptions about performance expectancy, effort expectancy, facilitating conditions, and Covid-19 induced social isolation but not by social factors. Out of four moderating variables, the impact of only one variable, i.e., area of residence is found to be most significant across all the relationships studied. Study results are important for the policymakers to incorporate social media tools as an essential part of their future policies for higher education in India, and by extension for educational levels as well.