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

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