It’s not only what I think but what they think! The moderating effect of social norms

Sawang, Sukanlaya, Sun, Yuan, & Salim, Siti Aisyah (2014) It’s not only what I think but what they think! The moderating effect of social norms. Computers & Education, 76, pp. 182-189.

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Abstract

The current research extends our knowledge of the main effects of attitude, subjective norm, and perceived control over the individual’s technology adoption. We propose a critical buffering role of social influence on the collectivistic culture in the relationship between attitude, perceived behavioral control, and Information Technology (IT) adoption. Adoption behavior was studied among 132 college students being introduced to a new virtual learning system. While past research mainly treated these three variables as being in parallel relationships, we found a moderating role for subjective norm on technology attitude and perceived control on adoption intent. Implications and limitations for understating the role of social influence in the collectivistic society are discussed.

Impact and interest:

5 citations in Scopus
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4 citations in Web of Science®

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ID Code: 70334
Item Type: Journal Article
Refereed: Yes
Keywords: Technology adoption, Social influence, Subjective norm, Theory of Planned Behavior
DOI: 10.1016/j.compedu.2014.03.017
ISSN: 0360-1315
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Innovation and Technology Management (150307)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Organisational Behaviour (150311)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > QUT Faculties and Divisions > Science & Engineering Faculty
Current > Schools > School of Management
Copyright Owner: Copyright 2014 Elsevier Ltd.
Copyright Statement: NOTICE: this is the author’s version of a work that was accepted for publication in Computers & Education. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Computers & Education, [Volume 76, (July 2014)] DOI: 10.1016/j.compedu.2014.03.017
Deposited On: 17 Apr 2014 06:54
Last Modified: 20 Oct 2014 02:49

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