Title: Navigating preschool choices: the interplay of technology awareness and social media influence

Authors: Vartika Bisht; Priya Vij

Addresses: University School of Business-Commerce, Chandigarh University, Mohali, India ' University School of Business-Economics, Chandigarh University, Mohali, India

Abstract: This study investigates how technology awareness (TA) influences the relationship between social media factors and parents' intention to use social media for selecting preschools in Uttarakhand. Using the UTAUT and HMSAM theories, data were collected via an adaptive questionnaire from 452 educated parents between September and December 2023, analysed through PLS-SEM. Results show that TA significantly moderates the impact of performance expectancy, effort expectancy, curiosity, and joy on parents' behavioural intention, while social influence is unaffected by TA. Future research could explore TA as a mediator and examine adoption behaviour. Preschools can utilise technology to enhance parents' decision-making by improving visual experiences and creating favourable impressions, thereby boosting their intention to select preschools. This study offers a new framework for understanding how TA moderates the relationship between social media factors and behavioural intention in the context of preschool selection.

Keywords: behavioural intention; parents; PLS-SEM; social media; technology awareness.

DOI: 10.1504/IJICBM.2026.154257

International Journal of Indian Culture and Business Management, 2026 Vol.38 No.2, pp.221 - 239

Received: 20 Jan 2024
Accepted: 12 May 2024
Published online: 18 Jun 2026 *

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