Teenagers and new media technologies: Gratifications obtained as a factor for adoption

Abstract

Many extensions have been made to the Technology Acceptance Model (TAM), one of the foremost theories which speak to why and how people adopt technologies, including new media technologies, by introducing various constructs. It is contended in this study that an important construct to consider when studying teenagers’ use of new media technologies is gratifications obtained (GO). With the aid of the stratified sampling technique, 300 students of two senior high schools in the Greater Accra region of Ghana, representing 10% of the total population, were recruited to take part in a study to explore whether there would be substantial empirical evidence to support the stance that gratifications obtained could potentially account for teenagers’ adoption of new media technologies. The minimum and maximum ages of participants were 13 and 19, respectively. The study matched gratifications teenagers sought from the use of new media technologies with gratifications they ultimately obtained and advanced that the ability to adequately satisfy needs sought from new media technologies contributes to teens’ use of the technologies. The statistical measures for GO and other constructs in the TAM, Perceived Usefulness (PU) and Perceived Ease of Use (PEOU), were within similar range. It was concluded that although PU and PEOU are strong factors in the adoption of new media technologies, gratifications obtained (GO) is a factor that must also be given ample attention when it comes to teenagers’ use of new media technologies. The study recommends that future studies use other statistical tests to measure the association between gratifications obtained and the extent of usage of new media technologies among teenagers.