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The study has aimed to investigate the factors affecting university students’ attitude toward intention to use social media for learning. This study embraced a cross-sectional approach and gathered quantitative data via a Google form survey, which was collected by using social media platforms, from a total of 720 respondents. The hypotheses were tested using the partial least squares (PLS) method. The study found that social media literacy, perceived ease of use, perceived behavioral control, and perceived risk has significant positive influence on users’ attitude to use social media, while ICT facility and perceived usefulness has no significant impact on attitude. Users’ attitude has a significant relationship with their intention to use social media for learning. The users’ attitude was also found to successfully mediate the relationship of social media literacy, perceived ease of use, perceived behavioral control, and perceived risk with intention to use social media. Social media literacy and perceived risk have been measured as an influential construct since it is unreasonable to anticipate the correlation between social media literacy and perceived risk dimensions in social media.

Analyzing of User Attitudes Toward Intention to Use Social Media for Learning