ANALYSIS OF THE TASK-TECHNOLOGY FIT MODEL APPLIED TO WHATSAPP AS A PREFERENCE OF YOUNG USERS OF MOBILE INSTANT MESSENGERS

Abstract

The purpose of this article is to analyze the technology-task adjustment model applied to WhatsApp as a preferred communication method by young Mobile Instant Messengers (MIM) users. Thus, we conducted a survey (n=567) and a multivariate data analysis through Structural Equation Modeling. Only one hypothesis of the model was rejected showing that hedonic needs do not influence needs perceived by users. Users do not realize pleasure as a need when it comes to MIMs with communication-oriented features and is not exclusively for fun. We also found that the behavioral profile of young users to perceive the importance of motivational needs, technological characteristics, perceived needs, satisfaction, and privacy, to generate the intention to continue using the mobile communication tool.