IDEAS home Printed from https://ideas.repec.org/a/ids/ijicbm/v38y2026i2p221-239.html

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

Author

Listed:
  • Vartika Bisht
  • Priya Vij

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.

Suggested Citation

  • Vartika Bisht & Priya Vij, 2026. "Navigating preschool choices: the interplay of technology awareness and social media influence," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 38(2), pages 221-239.
    • Handle: RePEc:ids:ijicbm:v:38:y:2026:i:2:p:221-239
    as

    Download full text from publisher

    File URL: https://www.inderscience.com/link.php?id=154257
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijicbm:v:38:y:2026:i:2:p:221-239. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=235 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.