Title: From theory to practice: attitude and technology awareness' effects on parents' intention towards preschool selection

Authors: Vartika Bisht; Priya Vij

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

Abstract: Social media has become integral in daily life, with studies traditionally focusing on parental involvement in a child's early years. However, few have explored how parents use social media for preschool selection. This research examines the mediating role of attitude and the moderating impact of technology awareness on the behavioural intentions of educated parents when choosing preschools. Integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) with the Hedonic Motivation System Adoption Model (HMSAM), the study utilises Partial Least Squares Structural Equation Modelling (PLS-SEM) on data from 688 educated parents. Findings indicate that attitude partially mediates performance expectancy, facilitating conditions, curiosity and joy with behavioural intention, while technology awareness moderates paths of social influence and joy. This research offers insights for preschools to comprehend parental behaviour and develop strategies to attract them. Limited to Punjab, the study emphasises preschool selection and provides a nuanced overview of parental behavioural intentions.

Keywords: behavioural intention; mediator; moderator; PLS-SEM; preschools.

DOI: 10.1504/IJMIE.2024.139468

International Journal of Management in Education, 2024 Vol.18 No.4, pp.317 - 336

Received: 02 Sep 2023
Accepted: 09 Jan 2024
Published online: 02 Jul 2024 *

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