Influences of subjective norms on teachers’ intention to use social media in working

Abstract

This study investigates factors affecting teachers’ intention to use the Zalo app–a social media with impressive users in Vietnam in recent years. The extended technology acceptance model (TAM) involves subjective norms (SNs) (colleagues, managers, students, and parents) and anxiety as the precursors of user attitude and intention to use as well as perceived ease of use (PEOU) and perceived usefulness (PU) as the key variables in TAM was employed. 1,105 teachers in Vietnam took part in the online survey. The study employed the partial least squares structural equation modeling (PLS-SEM) to analyze the quantitative data and the relationship among factors. The findings show that colleagues have no impact on PU, and managers have an insignificant influence on PEOU. In contrast, students and their parents positively influence teachers’ PEOU and usefulness. Moreover, managers can increase teachers’ anxiety levels, whereas students’ connection decreases anxiety. These variables accounted for 79.6% of the variance in users’ adoption. The results confirm the impact of SNs on teachers’ intention to use the Zalo app in working. This is the study on issues in Vietnam related to social media used at institutional level–a no way back solution in the new educational context of the modern society.

No way back: From naive social media practices to committed approaches

“…Contemporary Educational Technology, 15(1), ep404 transparent social media use, among others. The Call for Papers drew 13 articles, out of them five papers were accepted after peer review and recently published in this Special Issue (Castañeda & Villar-Onrubia, 2023;Montiel-Ruiz et al, 2023;Stewart, 2023;Torres-Hernández & Gallego-Arrufat, 2023;Tran et al, 2023). These five papers consist of two empirical studies and three case studies as practical experiences that connect to the proposed topic.…”

“…The two empirical studies of this Special Issue (Torres-Hernández & Gallego-Arrufat, 2023;Tran et al, 2023) are about very different themes and contexts which help address the implications of overcoming naive practices in social media.…”

Digital divide among B40 students in Malaysian higher education institutions

“…It is believed that subjective norms play a significant role in forming attitudes towards technology usage (Ursavaş et al, 2019 ). In Tran et al, ( 2023 ) study, subjective norm is regarded as an important variable. The results of their study confirmed the positive impact of digital usage on subjective norm, which can be also observed in other past studies, which have demonstrated strong positive interaction between subjective norm and digital usage (Binyamin et al, 2018 ; Zhuang et al, 2021 ).…”

How to Take Advantage of Live Streaming to Enhance Consumers' Impulsive Purchasing Behavior: Evidence from China

“…Although a considerable amount of research has discussed that subjective norms are regard as the principal factor determining people's intentions against the backdrop of marketing and consumer behavior, including their vaccination intentions during the spread of Covid-19 (Kevin Winter et al,2021) [16] , social media-use intentions for Vietnamese teachers during working (Huong Thi Thu Tran et al,2023) [17] , entrepreneurial intentions for Indonesian students (Elissa Dwi Lestari et al,2023) [18] , and consumers' intentions to purchase safely certified vegetables in the emerging market (Hai Minh Ngo et al, 2023) [19] . Interestingly, as concluded by (Song-Lin Wong et al, 2018) [20] , subjective norms have no direct and significant effect on consumers' purchase intention to suboptimal foods.…”