It's not only what I think but what they think! The moderating effect of social norms

Sukanlaya Sawang, Yuan Sun, Siti Aisyah Salim

Research output: Contribution to journalArticlepeer-review

48 Citations (Scopus)
128 Downloads (Pure)


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.

Publisher Statement: NOTICE: this is the author’s version of a work that was accepted for publication in Computers and Education. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Computers and Education, [(2014), (2017)] DOI: 10.1016/j.compedu.2014.03.017

© 2014, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Original languageEnglish
Pages (from-to)182-189
Number of pages8
JournalComputers & Education
Early online date1 Apr 2014
Publication statusPublished - 1 Jul 2014


  • Technology adoption
  • Social influence
  • Subjective norm
  • Theory of planned behavior


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