An UTAUT-Based Study of Social Network Sites for Job Search by Generation Y

Abstract

無中文摘要There has been a lack of research to examine how Generation Y job seekers take the advantage of social network sites (SNSs) to enhance their job search experience. The purpose of this study is to propose an integrated model to predict the adoption of SNSs job search among Generation Y. The study adapts the model of Unified Theory of Acceptance and Use of Technology (UTAUT) to investigate Gen Y’s intention to use SNSs job search with three independent constructs, namely, effort expectancy (EE), social influence (SI), and perceived interactivity (PI) as direct determinants of performance expectancy (PE), and PE as a mediator between EE, SI, PI and behavioral intention (BI). With a quantitative approach, questionnaires were distributed by convenience sampling method to reach a sample size of 411 Gen Y participants. SPSS version 22.0 and AMOS version 19.0 were employed to conduct exploratory factor analysis, confirmatory factor analysis, and path model analysis. The results support all hypotheses. EE, SI, PI, and PE each has a significant effect on BI; furthermore, performance expectancy serves as a significant mediator in this study. The findings are instrumental for recruiters to obtain more insights on how to adjust recruitment strategies in order to reach a larger pool of potential young job seekers on SNSs and to compete in the war of talents.