Technology acceptance and self-enhancement in social media

This study was carried out to unearth the influence of personality traits on technology acceptance factors and self-enhancement motive, and their subsequent effect in explaining the electronic word-of-mouth behaviour. This work explains the comprehensive model investigating the relationship among personality traits, technology acceptance-related factors, self-enhancement motives and attitudes towards electronic word-of-mouth behaviour on social media. Further, we investigated the moderating effect of self-construal on hypothesized relationships in the proposed model. Data for the study was drawn using the convenience sample survey method, and covariance-based structural equation modelling [AMOS] software was employed to perform the analysis. Findings uncovered the partial moderating effect of self-construal on the relationship between " technology acceptance model and attitudes toward e-WOM. Similarly, the partial moderating effect of self-construal was also observed between self-enhancement motives and attitude towards e-WOM". This investigation adds value by providing theoretical contributions to the information systems literature and implications for information systems managers, marketing practitioners, policymakers, and social media users.