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Fear of the dark: a cross-cultural study into how perceptions of antisocial behaviour impact the acceptance and use of Twitter

Fear of the dark: a cross-cultural study into how perceptions of antisocial behaviour impact the acceptance and use of Twitter
Fear of the dark: a cross-cultural study into how perceptions of antisocial behaviour impact the acceptance and use of Twitter
This study investigates the impact of the perceptions of antisocial behaviour on the use of the social media platform Twitter. We extend the Unified Theory of Acceptance and Use of Technology (UTAUT) with the Perception of Antisocial Behaviour as a risk factor, and two supporting constructs: Strategic Self-Presentation and Protective Self-Presentation. We call this extended model Technology Acceptance and Use under Risk (TAUR). We investigate two groups via an online questionnaire, contrasting Anglophone countries (the UK, USA, and Canada, 200 responses), with Saudi Arabia (540 responses). In both cases the data shows that the Perception of Antisocial Behaviour impacts Twitter use, but not directly, rather it negatively impacts the influence of other factors such as Behavioural Intention – it also shows that this affects Anglophones more than Saudis. This indicates that future work should differentiate between different cultural groups, and different solutions may be needed to assuage users’ fears in different parts of the world.
Antisocial behaviour, Technology acceptance, Twitter, UTAUT, cultural difference, risk
0144-929X
Almuhanna, Nora
7e8de9a6-3c79-4988-b510-0a3c1b268942
Hall, Wendy
11f7f8db-854c-4481-b1ae-721a51d8790c
Millard, David
4f19bca5-80dc-4533-a101-89a5a0e3b372
Almuhanna, Nora
7e8de9a6-3c79-4988-b510-0a3c1b268942
Hall, Wendy
11f7f8db-854c-4481-b1ae-721a51d8790c
Millard, David
4f19bca5-80dc-4533-a101-89a5a0e3b372

Almuhanna, Nora, Hall, Wendy and Millard, David (2022) Fear of the dark: a cross-cultural study into how perceptions of antisocial behaviour impact the acceptance and use of Twitter. Behaviour & Information Technology. (doi:10.1080/0144929X.2022.2064766).

Record type: Article

Abstract

This study investigates the impact of the perceptions of antisocial behaviour on the use of the social media platform Twitter. We extend the Unified Theory of Acceptance and Use of Technology (UTAUT) with the Perception of Antisocial Behaviour as a risk factor, and two supporting constructs: Strategic Self-Presentation and Protective Self-Presentation. We call this extended model Technology Acceptance and Use under Risk (TAUR). We investigate two groups via an online questionnaire, contrasting Anglophone countries (the UK, USA, and Canada, 200 responses), with Saudi Arabia (540 responses). In both cases the data shows that the Perception of Antisocial Behaviour impacts Twitter use, but not directly, rather it negatively impacts the influence of other factors such as Behavioural Intention – it also shows that this affects Anglophones more than Saudis. This indicates that future work should differentiate between different cultural groups, and different solutions may be needed to assuage users’ fears in different parts of the world.

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0144929X.2022 - Version of Record
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Accepted/In Press date: 2 April 2022
Published date: 18 April 2022
Additional Information: Publisher Copyright: © 2022 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. Copyright: Copyright 2022 Elsevier B.V., All rights reserved.
Keywords: Antisocial behaviour, Technology acceptance, Twitter, UTAUT, cultural difference, risk

Identifiers

Local EPrints ID: 457063
URI: http://eprints.soton.ac.uk/id/eprint/457063
ISSN: 0144-929X
PURE UUID: ceaeee61-ae79-44cb-81c1-7ad1618a3513
ORCID for Wendy Hall: ORCID iD orcid.org/0000-0003-4327-7811
ORCID for David Millard: ORCID iD orcid.org/0000-0002-7512-2710

Catalogue record

Date deposited: 23 May 2022 16:42
Last modified: 24 May 2022 01:34

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Contributors

Author: Nora Almuhanna
Author: Wendy Hall ORCID iD
Author: David Millard ORCID iD

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