Integrating TAM and UGT to Explore Motivations of Using Social Media for Watching Sport Contents Among a Private University's Students in HCM City

This study examines the factors influencing private university students' consumption of sports content on social media. As digital sports media rapidly expands, we integrate the Technology Acceptance Model (TAM) and Uses and Gratifications Theory (UGT) to form a comprehensive framework. TAM assesses how perceived ease of use and usefulness shape engagement, while UGT explains how cognitive, social, and emotional needs drive content consumption. Key motivations include information seeking, social interaction, and emotional gratification. Data is collected and analyzed using SPSS. The study fills a gap in Vietnamese sports media research and offers insights for improving digital engagement strategies among youth.