Advances in Consumer Research
Issue 1 : 1440-1447
Original Article
Digital Trails to Employment: A TAM–UTAUT Analysis of Online Job Portal Adoption among Fresh Graduates
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1
Research Scholar, Indus University Ahmedabad
2
Assistant Professor, Indus University
Abstract

Digital recruitment platforms have become fundamental to modern day job search processes, particularly among university students transitioning into the job. Notwithstanding their extensive use, limited research has inspected the factors of online job portal adoption by early career job seekers in emerging economies. Drawing on the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), this study examines how perceived usefulness, perceived ease of use, information quality, trust, social influence, and facilitating conditions influence students’ behavioral intention to use online job portals. Survey data collected from 178 students studying in final year in India(Gujarat) were analysed using Structural Equation Modeling (SEM). The results represents that perceived usefulness, information quality, trust, and social influence suggestively drive behavioral intention, while trust partly mediates the relationship between information quality and intention. The study contributes to information systems literature by extending TAM–UTAUT into the digital recruitment context and offers data driven conclusions for platform designers, educational institutions, and policymakers who are looking to make improvement in digital employment systems.

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