Journal of Legal, Ethical and Regulatory Issues (Print ISSN: 1544-0036; Online ISSN: 1544-0044)


Factors affecting user engagement with online social media celebrity lawyers using UTAUT and PPM theories

Author(s): Cai Zhi Meng, Brian Sheng-Xian, Teo, Siti Khalidah Mohd Yusoff

China has the most significant number of smartphone users in the world and the most prominent number of social media practitioners and users. Some lawyers interact with users on social media, and their videos and live broadcasts have attracted hundreds of thousands of users' attention and millions of clicks. This research examines factors related to user engagement with social media celebrity lawyers’ broadcasts using Unified Theory of Acceptance and Use of Technology (UTAUT) and "push-pull-moor" (PPM) theories. Innovativeness was used as the moderating factor, whereas the risk was used as the pushing factor. The analysis results indicated that trust, knowledge, social influence, performance expectancy and innovativeness were positively related to user engagement, and risk was negatively related. Innovativeness was proven to be significantly moderating other relationships except for the relationship between trust and engagement. Hopefully, this research improved the win-win situation for users and lawyers and promoted the dissemination of legal knowledge among the public.

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