Applicability of modified technology acceptance mod el in whatsapp adoption by Tanzanian youth : a case of Dar es salaam region

The study investigated the applicability of modified Technology Acceptance Model in WhatsApp adoption. The question still remains, what factors motivate youth to adopt WhatsApp. Four specific objectives that guided the study were: to first of all determine the influence of perceived ease of use in WhatsApp adoption, to determine influence of perceived usefulness in WhatsApp adoption, to determine influence of subjective norm in WhatsApp adoption and to determine influence of social value in WhatsApp adoption. Self-administered questionnaires were distributed to students, employees and self-employed in Dar es Salaam region. Out 250 questionnaires, only 230 were successfully returned making 92% of questionnaires. Descriptive analysis and multiple regression model were used in analyzing the result through Scientific Package for Social Scientist (SPSS, version 16) and hypotheses were tested by multiple regression model. Result of the study found that modified Technology Acceptance Model is a useful model in determining factors that influence WhatsApp adoption whereby perceived ease of use, perceived usefulness and subjective norm have strong influence on WhatsApp adoption whereas social value has no significant influence on WhatsApp adoption by the youth. The result may contribute to mobile phone companies for further improvement of WhatsApp software in order to convince many youth of Dar es Salaam to continue using it.