Journal
COMPUTERS & EDUCATION
Volume 76, Issue -, Pages 182-189Publisher
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.compedu.2014.03.017
Keywords
Technology adoption; Social influence; Subjective norm; Theory of Planned Behavior
Funding
- National Natural Science Foundation of China [71302034]
- National Education Information Technology Research Project of 12th Five Year Plan [126240655]
- Zhejiang Provincial Natural Science Foundation of China [Q14G020010]
- Specialized Research Fund for the Doctoral Program of Higher Education [20123326120005]
- Qianjiang Talents Plan Project in Zhejiang Province [QIC1202013]
- Foundation for Young Talents from Zhejiang Gongshang University, Contemporary Business and Trade Research Center of Zhejiang Gongshang University [QZ13-1]
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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. (C) 2014 Elsevier Ltd. All rights reserved.
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