Media sosial kini menjadi platform penting yang efektif dalam penyebaran pelbagai maklumat termasuklah informasi berkaitan kesihatan. Justeru, kajian ini bertujuan untuk mengenalpasti impak media sosial dalam mempengaruhi penggunaan gula di kalangan belia sekitar Lembah Klang. Menerusi aplikasi Model Penerimaan Teknologi (TAM) dan kaedah kualitatif (temubual mendalam) yang dianalisis dengan menggunakan NVIVO, empat dapatan diperolehi. Pertama, persepsi kebergunaan menunjukkan kebanyakan informan menggunakan media sosial untuk mencari informasi kesihatan mengenai pengambilan gula terutama yang boleh memberi pengetahuan kepada diri sendiri mengenai penjagaan kesihatan y ang berkait dengan gula. Kedua, menerusi persepsi kemudahan penggunaan, informan berpandangan bahawa media sosial merupakan medium perantaraan yang mudah untuk memperolehi sebarang maklumat terkini berkaitan kesihatan gula. Ketiga, di bawah perubahan tingkah laku, maklumat yang diperolehi dari media sosial mengenai kesihatan gula juga didapati telah mendorong kepada perubahan tingkah laku individu yang positif. Akhir sekali, perubahan tingkah laku tersebut turut mengubah niat pembelian dan penggunaan sebenar produk bergula. Implikasinya dari dapatan dari kajian ini telah membolehkan kepentingan media sosial dalam penyebaran maklumat berkaitan kesihatan terutama sekali penggunaan gula dapat diketahui dengan jelas.

Kata kunci: Media sosial; gula; kesihatan; Model TAM; penggunaan

Abstract: Social media is now an important platform that is effective in dissemination of various information including health-related information. Thus, this study aims to identify the impact of social media in influencing the consumption of sugar among youth around the Klang Valley. Using the application of the Technology Acceptance Model (TAM) and qualitative methods (in-depth interviews) analyzed using NVIVO, four findings were obtained. First, the perceived usefulness shows that most informants use social media to find health information about sugar intake, especially information which can give them knowledge about health care related to sugar. Second, through the perceived ease of use, informants believe that social media is an easy intermediary medium to obtain any updated information related to sugar health. Third, under behaviour change, information obtained from social media about sugar health was also found to have led to positive individual behavioral change. Finally, the change in behavior also changes the purchase intention and the actual consumption of sugary products. The implications of the findings from this study have enabled the importance of social media in spreading health-related information, especially the use of sugar, to be clearly known.

Keywords: Social media; sugar; health; Model TAM; consumption

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