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Factors affecting adoption of social media by womens non-governmental organisations (WNGOs)

机译：妇女非政府组织（WNGOs）采用社交媒体的因素

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While the adoption of social media gets prominence in the developed world, its widespread adoption has not yet occurred across many organisations in developing countries and very little empirical research focusing on Women’s Non-Governmental Organisations (henceforth, WNGOs) has been conducted to date. The aim of this study is to fill this knowledge gap by investigating the factors affecting adoption of social media by WNGOs in North-West of Nigeria. Built around the Diffusion of Innovation Theory (DOI), Technology-Organisation-Environment (TOE) Framework and Information Sharing Behaviour (ISB) factors, the study develops an integrated model consisting of twelve variables to investigate factors that affect WNGOs’ social media adoption. The study employed the quantitative approach. To test the research’s proposed model, a survey questionnaire was self-administered to a sample of 327 respondents drawn from eighty-seven registered WNGOs. Out of the 327 questionnaires distributed, 250 usable questionnaires were completed and returned, giving a response rate of 76.5%. Data collected were analysed by means of descriptive statistics, correlation analysis and multiple regression techniques. The results of multi-linear regression analysis indicate that the environmental factors are the strongest predictor of WNGOs’ social media adoption. Similarly, organisational and information sharing behaviour factors all have a significant impact on social media adoption. In contrast, the technological factor was found to be the least predictor. Major implications for the study are policy implications, improving WNGO practice, advancing scholarly research on Information Technology (IT) adoption and theoretical contributions through extending previous research conducted in developed countries in a new setting.
机译：尽管在发达国家，社交媒体的采用日渐盛行，但在发展中国家的许多组织中尚未广泛采用社交媒体，迄今为止，针对女性非政府组织（以下简称WNGO）的实证研究很少进行。这项研究的目的是通过调查影响尼日利亚西北部WNGO采用社交媒体的因素来填补这一知识空白。该研究围绕创新理论扩散（DOI），技术组织环境（TOE）框架和信息共享行为（ISB）因素建立，开发了一个包含十二个变量的集成模型，以研究影响WNGOs社交媒体采用的因素。该研究采用定量方法。为了检验研究提出的模型，我们对来自87个注册WNGO的327名受访者进行了自我调查问卷调查。在分发的327份问卷中，完成并返回了250份可用问卷，答复率为76.5％。收集的数据通过描述性统计，相关分析和多元回归技术进行分析。多元线性回归分析的结果表明，环境因素是WNGO采纳社交媒体的最强预测指标。同样，组织和信息共享行为因素都对社交媒体的采用产生重大影响。相反，发现技术因素是最不容易预测的。该研究的主要意义是政策意义，改进WNGO实践，通过扩展以前在发达国家进行的新研究来推进有关采用信息技术（IT）的学术研究和理论贡献。

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