The Relationship between the Unified Theory of Acceptance and Use of Technology and Social Media (Check-in Applications)

In today’s world, technology is advancing with a fast pace and most of the activities such as shopping, education, business transactions, entertainment, and communication are done by using the Internet. With the help of the Internet, virtual platforms such as social media provide opportunities for people to communicate with each other regardless of time and place. Users can share their information, for instance what they are doing and at which place they are with their companions using check-in websites and applications. This study aims to determine the factors that affect the use of check-in applications. UTAUT model will be applied to determine the main factors among students of Eastern Mediterranean University in North Cyprus. This study focuses on investigating the impact of the core constructs of the UTAUT model, which are Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions on intention to use check-in applications. Moreover, the study tests the moderating effects of age, gender, and experience on the relationship between the main constructs of the UTAUT model and intention to use check-in applications. The data for this study was collected from 250 students studying in Eastern Mediterranean University in North Cyprus. According to the analysis conducted using these data, the results illustrate that only Performance Expectancy and Facilitating Conditions have a significant and positive impact on the intention to use check-in applications. In addition, only the relationship between Performance Expectancy and intention to use check-in applications is influenced by the moderating effect of age. The last chapter of this study includes discussion about the limitations to this study and also provides managerial implications and suggestions for future studies related with the topic of this study.