Influence of SocialMedia in Determining Parents’ Behavioural Intention Towards the Selection of Preschools
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Published
Feb 17, 2024
Vartika Bisht
Shanul Gawshinde
Abstract
In recent years, using social media on a daily basis has become necessary. Studies have focused on the
favorable effects regarding parent’s participation in their child’s pedagogy phase of life. Nonetheless, few
studies, analyze parent’s participation in a social media point of view and not many appraise numerous forms
of engagement. The current study focuses on social media, being an influential factor to determine working
parents’ behavioural intention (BI) towards the selection of pre-schools for their children. The study aims to
examine the various social media factors leading to behavioural intention of working parents’ while selecting
a pre-school for their child. The novelty in the manuscript is brought in by integrating two theories of Hedonic-
Motivation System Adoption Model (HMSAM) and Unified Theory of Acceptance and Use of Technology
(UTAUT) to determine parents’ behavioural intention for preschool selection. The sampling technique used
in the study was the purposive one. Data was collected online from 578 working parents’ belonging to cities
of Punjab with the help of a structured questionnaire. Data analysis and conceptual framework validation were
done using PLS-SEM. The findings clearly reflect that all the constructs have a significant relationship,
directly and indirectly, with behavioural intention except curiosity. However, attitude serving as a mediator
makes curiosity significantly affect parents’ BI towards selection of preschools. Moreover, various
implications of the study are considered and the limitations are accordingly mentioned.
How to Cite
Vartika Bisht, & Shanul Gawshinde. (2024). Influence of SocialMedia in Determining Parents’ Behavioural Intention Towards the Selection of Preschools. SPAST Reports, 1(1). Retrieved from https://spast.org/ojspath/article/view/4775
Article Details
Keywords
Social media, Preschools, Behavioural Intention, Parents
References
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Human Behavior, 63, 75–90.
https://doi.org/10.1016/j.chb.2016.05.014
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Moderating Effect of Technology Awareness on the
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Organizational Behavior and Human Decision
Processes, 50(2), 179–211.
https://doi.org/10.1016/0749-5978(91)90020-T
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and Predicting Social Behavior. Journal of
Experimental Social Psychology, 278.
Bell, C. A. (2009). All choices created equal? The role of
choice sets in the selection of schools. Peabody
Journal of Education, 84(2), 191–208.
https://doi.org/10.1080/01619560902810146
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https://doi.org/10.1111/j.2044-8295.1954.tb01243.x
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in Selected PISA Countries and Economies. OECD
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selected-pisa-countries-and-
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Media%3A An Influential Factor To Determine
Parent’s Behavioural Intention For Preschool
Selection&lr&pg=PA123#v=onepage&q&f=false
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acceptance of internet banking? International Journal
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https://doi.org/10.1108/02652320810894406
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https://doi.org/10.1108/10662241111176344
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Technology: Applying the UTAUT Model.
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Purchase Behavior: A Multi-Theory Application.
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Educators and Improving Schools (pp. 231–246).
Taylor and Francis.
https://doi.org/10.4324/9780429493133
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Predicting m-shopping in the two largest m-
commerce markets: The United States and China.
International Journal of Market Research, 64(2), 249–
268. https://doi.org/10.1177/14707853211023036
Hair, J., & Alamer, A. (2022). Partial Least Squares
Structural Equation Modeling (PLS-SEM) in second
language and education research: Guidelines using an
applied example. Research Methods in Applied
Linguistics, 1(3), 100027.
https://doi.org/10.1016/j.rmal.2022.100027
Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing
measurement model quality in PLS-SEM using
confirmatory composite analysis. Journal of Business
Research, 109, 101–110.
https://doi.org/10.1016/j.jbusres.2019.11.069
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V.
G. (2014). Partial least squares structural equation
modeling (PLS-SEM): An emerging tool in business
research. European Business Review, 26(2), 106–
121. https://doi.org/10.1108/EBR-10-2013-0128
Hamadi, M., El-Den, J., Azam, S., & Sriratanaviriyakul,
N. (2022). Integrating social media as cooperative
learning tool in higher education classrooms: An
empirical study. Journal of King Saud University -
Computer and Information Sciences, 34(6), 3722–
3731. https://doi.org/10.1016/j.jksuci.2020.12.007
Hong, S.-J., & Tam, K. Y. (2006). Understanding the
Adoption of Multipurpose Information Appliances:
The Case of Mobile Data Services. Information
Systems Research, 17(2), 162–179.
https://doi.org/10.1287/isre.1060.0088
Kashdan, T. B., Rose, P., & Fincham, F. D. (2004).
Curiosity and exploration: Facilitating positive
subjective experiences and personal growth
opportunities. In Journal of Personality Assessment
(Vol. 82, Issue 3, pp. 291–305).
https://doi.org/10.1207/s15327752jpa8203_05
Kashdan, T. B., & Silvia, P. J. (2009). Curiosity and
interest: The benefits of thriving on novelty and
challenge. In Oxford handbook of positive
psychology, 2nd ed. (pp. 367–374). Oxford
University Press.
Lee, M. K. O., Cheung, C. M. K., & Chen, Z. (2005).
Acceptance of Internet-based learning medium: the
role of extrinsic and intrinsic motivation. Information
& Management, 42(8), 1095–1104.
https://doi.org/10.1016/j.im.2003.10.007
Lin, C.-P., & Bhattacherjee, A. (2010). Extending
technology usage models to interactive hedonic
technologies: a theoretical model and empirical test.
Information Systems Journal, 20(2), 163–181.
https://doi.org/10.1111/j.1365-2575.2007.00265.x
Lindsay, A. C., Caires, T., Le, Q., Nogueira, D. L.,
Tavares Machado, M. M., & Greaney, M. L. (2022).
Where Do Brazilian Immigrant Parents Obtain
Information to Support the Healthful Energy Balance-
related Behaviors of Their Preschool-age Children?:
A Cross-sectional Study. American Journal of Health
Education, 53(1), 23–34.
https://doi.org/10.1080/19325037.2021.2001775
Investigating the influence of the most commonly
used external variables of TAM on students’
Perceived Ease of Use (PEOU) and Perceived
Usefulness (PU) of e-portfolios. Computers in
Human Behavior, 63, 75–90.
https://doi.org/10.1016/j.chb.2016.05.014
Abubakar, F. M., & Ahmad, H. B. (2013). The
Moderating Effect of Technology Awareness on the
Relationship between UTAUT Constructs and
Behavioural Intention to Use Technology: A
Conceptual Paper. Australian Journal of Business and
Management Research, 03(02), 14–23.
https://doi.org/10.52283/NSWRCA.AJBMR.201303
02A02
Ajjan, H., & Hartshorne, R. (2008). Investigating faculty
decisions to adopt Web 2.0 technologies: Theory and
empirical tests. Internet and Higher Education, 11(2),
71–80. https://doi.org/10.1016/j.iheduc.2008.05.002
Ajzen, I. (1991a). The theory of planned behavior,
organizational behavior and human decision
processes. Theories of Cognitive Self Regulation, 50,
176–211.
Ajzen, I. (1991b). The theory of planned behavior.
Organizational Behavior and Human Decision
Processes, 50(2), 179–211.
https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes
and Predicting Social Behavior. Journal of
Experimental Social Psychology, 278.
Bell, C. A. (2009). All choices created equal? The role of
choice sets in the selection of schools. Peabody
Journal of Education, 84(2), 191–208.
https://doi.org/10.1080/01619560902810146
Berlyne, D. E. (1954). A THEORY OF HUMAN
CURIOSITY. British Journal of Psychology. General
Section, 45(3), 180–191.
https://doi.org/10.1111/j.2044-8295.1954.tb01243.x
Borgonovi, F., & Montt, G. (2012). Parental Involvement
in Selected PISA Countries and Economies. OECD
Publishing, 73, 73. https://www.oecd-
ilibrary.org/education/parental-involvement-in-
selected-pisa-countries-and-
economies_5k990rk0jsjj-en
Bornstein, M. H. (2002). Handbook of Parenting. Volume
4: Social Conditions and Applied Parenting. Second
Edition. In Handbook of Parenting (Vol. 4).
https://books.google.co.in/books?id=nfP9dKYn73cC
&lpg=PA123&ots=lSvLnhlESg&dq=Social
Media%3A An Influential Factor To Determine
Parent’s Behavioural Intention For Preschool
Selection&lr&pg=PA123#v=onepage&q&f=false
Çelik, H. (2008). What determines Turkish customers’
acceptance of internet banking? International Journal
of Bank Marketing, 26(5), 353–370.
https://doi.org/10.1108/02652320810894406
Chen, M., & Lu, T. (2011). Modeling e‐coupon proneness
as a mediator in the extended TPB model to predict
consumers’ usage intentions. Internet Research,
21(5), 508–526.
https://doi.org/10.1108/10662241111176344
Cheng, Y. S., Yu, T. F., Huang, C. F., Yu, C., & Yu, C.
C. (2011). The Comparison of Three Major
Occupations for User Acceptance of Information
Technology: Applying the UTAUT Model.
IBusiness, 03(02), 147–158.
https://doi.org/10.4236/ib.2011.32021
Cooley, D., & Parks-Yancy, R. (2019). The Effect of
Social Media on Perceived Information Credibility
and Decision Making. Journal of Internet Commerce,
18(3), 249–269.
https://doi.org/10.1080/15332861.2019.1595362
Davis, F. D. (1989). Perceived usefulness, perceived ease
of use, and user acceptance of information
technology. MIS Quarterly: Management
Information Systems, 13(3), 319–339.
https://doi.org/10.2307/249008
Diamantopoulos, A., Riefler, P., research, K. R.-J. of
business, & 2008, undefined. (2008). Advancing
formative measurement models. Elsevier.
https://doi.org/10.1016/j.jbusres.2008.01.009
Dilotsotlhe, N., & Duh, H. I. (2021). Drivers of Middle-
Class Consumers’ Green Appliance Attitude and
Purchase Behavior: A Multi-Theory Application.
Social Marketing Quarterly, 27(2), 150–171.
https://doi.org/10.1177/15245004211013737
Epstein, J. L. (2018a). School, family, and community
partnerships, student economy edition: Preparing
educators and improving schools. In School, Family,
and Community Partnerships, Student Economy
Edition: Preparing Educators and Improving Schools.
https://doi.org/10.4324/9780429493133
Epstein, J. L. (2018b). Homework practices,
achievements, and behaviors of elementary school
students. In School, Family, and Community
Partnerships, Student Economy Edition: Preparing
Educators and Improving Schools (pp. 231–246).
Taylor and Francis.
https://doi.org/10.4324/9780429493133
Ertz, M., Jo, M. S., Kong, Y., & Sarigöllü, E. (2022).
Predicting m-shopping in the two largest m-
commerce markets: The United States and China.
International Journal of Market Research, 64(2), 249–
268. https://doi.org/10.1177/14707853211023036
Hair, J., & Alamer, A. (2022). Partial Least Squares
Structural Equation Modeling (PLS-SEM) in second
language and education research: Guidelines using an
applied example. Research Methods in Applied
Linguistics, 1(3), 100027.
https://doi.org/10.1016/j.rmal.2022.100027
Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing
measurement model quality in PLS-SEM using
confirmatory composite analysis. Journal of Business
Research, 109, 101–110.
https://doi.org/10.1016/j.jbusres.2019.11.069
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V.
G. (2014). Partial least squares structural equation
modeling (PLS-SEM): An emerging tool in business
research. European Business Review, 26(2), 106–
121. https://doi.org/10.1108/EBR-10-2013-0128
Hamadi, M., El-Den, J., Azam, S., & Sriratanaviriyakul,
N. (2022). Integrating social media as cooperative
learning tool in higher education classrooms: An
empirical study. Journal of King Saud University -
Computer and Information Sciences, 34(6), 3722–
3731. https://doi.org/10.1016/j.jksuci.2020.12.007
Hong, S.-J., & Tam, K. Y. (2006). Understanding the
Adoption of Multipurpose Information Appliances:
The Case of Mobile Data Services. Information
Systems Research, 17(2), 162–179.
https://doi.org/10.1287/isre.1060.0088
Kashdan, T. B., Rose, P., & Fincham, F. D. (2004).
Curiosity and exploration: Facilitating positive
subjective experiences and personal growth
opportunities. In Journal of Personality Assessment
(Vol. 82, Issue 3, pp. 291–305).
https://doi.org/10.1207/s15327752jpa8203_05
Kashdan, T. B., & Silvia, P. J. (2009). Curiosity and
interest: The benefits of thriving on novelty and
challenge. In Oxford handbook of positive
psychology, 2nd ed. (pp. 367–374). Oxford
University Press.
Lee, M. K. O., Cheung, C. M. K., & Chen, Z. (2005).
Acceptance of Internet-based learning medium: the
role of extrinsic and intrinsic motivation. Information
& Management, 42(8), 1095–1104.
https://doi.org/10.1016/j.im.2003.10.007
Lin, C.-P., & Bhattacherjee, A. (2010). Extending
technology usage models to interactive hedonic
technologies: a theoretical model and empirical test.
Information Systems Journal, 20(2), 163–181.
https://doi.org/10.1111/j.1365-2575.2007.00265.x
Lindsay, A. C., Caires, T., Le, Q., Nogueira, D. L.,
Tavares Machado, M. M., & Greaney, M. L. (2022).
Where Do Brazilian Immigrant Parents Obtain
Information to Support the Healthful Energy Balance-
related Behaviors of Their Preschool-age Children?:
A Cross-sectional Study. American Journal of Health
Education, 53(1), 23–34.
https://doi.org/10.1080/19325037.2021.2001775
Section
PAMIR One (Preprints)