The present study applies the REBUS-PLS algorithm to handle unobserved heterogeneity in the context of the application of the technology acceptance model (TAM) to social media adoption and use within a workplace environment. Using data collected from 2556 social media users within their workplace from UK, US, Canada, India and Australia, the REBUS-PLS algorithm automatically detects three groups of social media users, each of them being characterized by different values for model parameters and manifest variable means. A post-hoc analysis of each group shows that metropolitan geographic location, postgraduate education level, country and ages range from 18 to 24 & 25 to 34 are the places where we can find main differences that depict the three discovered social media users groups. Finally, implications for research and practice are discussed.
['Samuel Fosso Wamba', 'Laura Trinchera']
Assessing Unobserved Heterogeneity in SEM Using REBUS-PLS: A Case of the Application of TAM to Social Media Adoption