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Social Media in light of tam

Social Media in light of tam. Presented to: MOIS508 By: George Thabet. SN Deconstruction. Ten Most Violated Homepage Design Guidelines. Emphasize what your site offers that's of value to users and how your services differ from those of key competitors

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Social Media in light of tam

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  1. Social Media in light of tam Presented to: MOIS508 By: George Thabet

  2. SN Deconstruction

  3. Ten Most Violated Homepage Design Guidelines • Emphasize what your site offers that's of value to users and how your services differ from those of key competitors • Include a short site description in the window title • Include a tag line that explicitly summarizes what the site or company does • Use a liquid layout that lets users adjust the homepage size • Use color to distinguish visited and unvisited links • Make it easy to access anything recently featured on your homepage • Don't include an active link to the homepage on the homepage Source Jakob Nielsen's Alertbox, November 10, 2003

  4. Ten Most Violated Homepage Design Guidelines Cont’d • Don't use a heading to label the search area; instead use a "Search" button to the right of the box • Use graphics to show real content, not just to decorate your homepage • With stock quotes, give the percentage of change, not just the points gained or lost Source Jakob Nielsen's Alertbox, November 10, 2003

  5. How it all started

  6. WEB 2.0 • The term Web 2.0 is associated with web applications that facilitate participatory information sharing, interoperability, user-centered design,[1] and collaboration on the World Wide Web. • Although the term suggests a new version of the World Wide Web, it does not refer to an update to any technical specification, but rather to cumulative changes in the ways software developers and end-users use the Web. Source: Wikipedia

  7. Culture Across Countries • East VS West

  8. Hofstede Model • Uncertainty Avoidance • Power Distance • Masculinity x Femininity • Individualism x Collectivism

  9. The Tam • The Technology Acceptance Model (TAM) is an information systems theory that models how users come to accept and use a technology. The model suggests that when users are presented with a new technology, a number of factors influence their decision about how and when they will use it, notably: • Perceived usefulness (PU) - This was defined by Fred Davis as "the degree to which a person believes that using a particular system would enhance his or her job performance". • Perceived ease-of-use (PEOU) - Davis defined this as "the degree to which a person believes that using a particular system would be free from effort" (Davis 1989). Source: Dennis Galletta - Applying TAM across cultures: the need for caution

  10. Effective Interface checklist • – Achieve required performance PU • – Minimize training time PEU • – Achieve reliability PU • – Reduce errors PEU/PU • – Raise user satisfaction, understanding, retention PU • – Foster standardization (integration, PU • consistency, portability) Source: Dennis Galletta - AUC Presentation - Don’t Forget about Human Factors in Systems Development

  11. Tam in application • “We interpret this to mean that low UA individuals do not appear to need the added assurance of usefulness and ease of use exhibited by high UA individuals. Usefulness therefore seems to be unaffected by ease of use when people are not strongly seeking to avoid uncertainty.” • “Our interpretation is that when an authority figure recommends or requests the use of a system in a high PD culture, users will not need the added attraction of usefulness and ease of use to make use of the system. The recommendation is enough for those with high PD, those individuals who exhibit the cultural characteristic of respecting those of higher authority.”

  12. TAM in Application cont’d • “High Masculinity individuals are likely to be more concerned with accomplishing their goals, and less concerned with usability of technology. Their higher self-confidence brings a powerful assumption that they will be able to use the technology to their advantage.” • “We believe that people who focus on Collectivism are more willing to suffer with lower usability to accomplish the goals valued by others. They would focus less on their own effort and more on what seems to be valued or needed by others (including not only colleagues, but superiors as well).”

  13. In less words • Low Uncertainty Avoidance, high Masculinity, high-Power Distance, and high Collectivism strongly impact the effects of Perceived Ease of Use and/or Perceived Usefulness.

  14. The Attitude/Mind • – Affection: Feelings PEU • – Cognition: Thought PU • – Conation: Behavior BI Source: Ernest Ropiequet "Jack" Hilgard - The trilogy of mind: cognition, affection, and conation

  15. Very little is new because everything is transferrable Source: George Thabet ;)

  16. Thank you

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