Influence of Social Media in Determining Parents’ Behavioural

Intention Towards the Selection of Preschools

Vartika Bisht

and Shanul Gawshinde

USB-Commerce, Chandigarh University, Mohali, India

USB-MBA, Chandigarh University, Mohali, India

Keywords: Social Media, Preschools, Behavioural Intention, Parents.

Abstract: In recent years, using social media on a daily basis has become necessary. Studies have focused on the

favorable effects regarding parent’s participation in their child’s pedagogy phase of life. Nonetheless, few

studies, analyze parent’s participation in a social media point of view and not many appraise numerous forms

of engagement. The current study focuses on social media, being an influential factor to determine working

parents’ behavioural intention(BI) towards the selection of pre-schools for their children. The study aims to

examine the various social media factors leading to behavioural intention of working parents’ while selecting

a pre-school for their child. The novelty in the manuscript is brought in by integrating two theories of

Hedonic- Motivation System Adoption Model(HMSAM) and Unified Theory of Acceptance and Use of

Technology(UTAUT) to determine parents’ behavioural intention for preschool selection. The sampling

technique used in the study was the purposive one. Data was collected online from 578 working parents’

belonging to cities of Punjab with the help of a structured questionnaire. Data analysis and conceptual

framework validation were done using PLS-SEM. The findings clearly reflect that all the constructs have a

significant relationship, directly and indirectly, with behavioural intention except curiosity. However, attitude

serving as a mediator makes curiosity significantly affect parents’ BI towards selection of preschools.

Moreover, various implications of the study are considered and the limitations are accordingly mentioned.

1 INTRODUCTION

Each child can develop outstanding potential for

establishing a continuing association and basis for

knowledge they have not so far acquired from the

relationships forged in early childhood. The learning

and academic success of a child are influenced by their

closest social interactions (Epstein, 2018b; Vygotsky

& M., 1978). A parent's decision concerning their

children's schooling is a collection of many actions

and behaviours that are either directly or indirectly

connected to one another. Social media may present a

chance to strengthen the ties between the preschool

and home contexts, thus promoting parents’

involvement in their children’s education. Previous

studies have also emphasized the importance of

parental involvement in early years education and it

has been enthusiastically expressed that parents play a

key role, especially in the development and academic

success of students (Borgonovi & Montt, 2012;

Epstein, 2018a)

Hence, this paper focuses on various factors of

social media to be sufficient enough to know the

behavioural intention of working parents towards the

selection of preschools for their child. Whether SM is

used for communication, education, or decision-

making, it is here to stay and will last to have an

influence on our society (Cooley & Parks-Yancy,

2019).Almost everyone uses SM, and even colleges

and universities, despite their size have started using it

to promote and advertise themselves. Students,

teachers, as well as parents can connect with practical

educational systems and other learning communities

using SM in the classroom, as well as obtain more

valuable knowledge. Particularly parents are

increasingly utilizing these technologies to choose

educational institutions like colleges and schools

(Hamadi et al., 2022; Lindsay et al., 2022; Yu &

Wang, 2020). Previous studies discovered that while

making a school-choice decision, parents conduct

internet searches, go on tours, and consult with

friends, family, and co-workers. According to Bell,

(2009) parents should utilize shortcuts while gathering

information about schools and their selections. Parents

prefer to obtain information through their social

576

Bisht, V. and Gawshinde, S.

Inﬂuence of Social Media in Determining Parents’ Behavioural Intention Towards the Selection of Preschools.

DOI: 10.5220/0012498500003792

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 1st Pamir Transboundary Conference for Sustainable Societies (PAMIR 2023), pages 576-585

ISBN: 978-989-758-687-3

networks rather than comparing school data and

statistics on their own (Bornstein, 2002).

2 REVIEW OF LITERATURE

2.1 Theoretical Framework

As, Curiosity(CS), Joy(J), Social Influence(SI) and

Attitude(Att) have been identified as important social

media factors (Abubakar & Ahmad, 2013; Ertz et al.,

2022; Venkatesh et al., 2003) to have an impact on

customer intention. Thus, these can be taken

completely as important elements to find out the

significant influence of these on the behavioural

intention of working parents towards selection of

preschools for their child. Unified Theory of

Acceptance and Use of Technology, given by

Venkatesh et al., (2003), explain intention of an

individual towards using any information system and

the Hedonic-Motivation System Adoption

Model(HMSAM) Theory, proposed by Heijden,

(2004) deal with the basic intrinsic incentives of users

in a process-oriented framework, particularly in

“online worlds, social networking, and gamified

learning environments” (Martí-Parreño et al., 2016)

and give that the usage of technology is a must for a

behavioural intention to be found being influenced by

the factors of curiosity and joy. Both these models are

broadly used structures to consider customer’s desire

to use technology. Thus, in the current study we have

used the integration of both UTAUT and HMSAM

theories to find the influence of social influence,

curiosity, joy and attitude as a mediator on

behavioural intention of working parents.

Venkatesh et al., (2003) analyzed relevant research

and carried out an empirical study where they

combined aspects of the eight Behavioural Intention

(BI) models used in earlier scenarios of technology

adoption in their pursuit of a more complete IT

acceptance model. The Unified Theory of Acceptance

and Use of Technology (UTAUT) relies on earlier

models of technology adoption as well as the ideas of

planned behaviour and reasoned action (Ajzen,

1991b; Ajzen & Fishbein, 1980; Davis, 1989). The

four situational or contextual constructs that are the

centre of attention are “social influence, effort

expectancy, performance expectancy, and facilitating

conditions”.

Hedonic - Motivation System Adoption Model

(HMSAM) is the acceptance model for the Hedonic-

Motivation System (HMS). It was created using

Heijden, (2004), acceptance model as a foundation.

According to Lowry et al., (2013) HMSAM is an

HMS acceptance model that was developed as an

alternative to the existing theoretical viewpoint i.e.,

TAM (Martí-Parreño et al., 2016; Wu & Kwok,

2012).

2.1.1 Curiosity Leads to Behavioural

Intention

Curiosity is a crucial motivator that stimulates

exploratory behavior as well as which leads to much

more involvement (Kashdan et al., 2004; Kashdan &

Silvia, 2009), hence does not necessitate joy to

occur (Berlyne, 1954). Curiosity, which is crucial in

a HMS setting, increases exuberance about the

human-system interaction (Sweetser & Wyeth,

2005), directing to a user's wish to replicate that

exuberance with further involvement (Kashdan et al.,

2004; Kashdan & Silvia, 2009). According to

Trapero, (2018), there is an insignificant impact of

curiosity on BI in an augmented reality context.

Whereas Sidek, (2019) depicts that curiosity

favorable influences behavior intention in blended

learning cases. It was also observed that curiosity has

a favorable connection to BI when it comes to the

gamified learning environment.

Joy leads to Behavioural Intention(BI) Joy, also

known as perceived enjoyment (PE), “is the amount

to which utilizing a system is regarded to offer

pleasure and fulfilment in and of itself, irrespective of

any expected performance outcomes” (Hong & Tam,

2006; Lee et al., 2005). It is perfectly consistent with

hedonism (Lowry et al., 2013), a key concept in the

study of system usage (Lin & Bhattacherjee, 2010).

According to Sidek, (2019), joy and BI have

significant relationship in the context of blending

learning of computer architecture and organization

courses. Trapero, (2018) depicts that there is an

insignificant impact of joy on BI in the case of

augmented reality

Inﬂuence of Social Media in Determining Parents’ Behavioural Intention Towards the Selection of Preschools

577

Figure 1: Conceptual Model and Hypothesis

2.1.2 Social Influence (SI) Leads to BI

An individual's positive or negative feeling are

associated with performing a specific behavior.

An individual will hold a favorable attitude toward a

given behavior if he/she believes that the performance

of the behavior will lead to mostly positive outcomes

SI stands for the technological level usage impact

which a person experiences from their loved ones

(Venkatesh et al., 2003). Social factors, image as well

as subjective norms are the same thing as this

construct called SI in earlier models and theories

(Abubakar & Ahmad, 2013; Cheng et al., 2011). Prior

research revealed that social influence had a key role

in figuring out an individual’s intent to utilize

advanced technologies (Ajjan & Hartshorne, 2008;

Dilotsotlhe & Duh, 2021; Nam et al., 2017).

2.1.3 Attitude as a Mediator Leads to

Behavioural Intention

Attitude is determined by the principles required to

involve in the activity (Ajzen, 1991a). It may be

described as “an individual's positive or negative

feeling associated with performing a specific

behavior”. Based on previous empirical studies (Chen

& Lu, 2011; Zhang & Gutierrez, 2007), one can also

claim that attitude influences BI. “A person will have

a positive attitude towards a specific behavior if she

or he feels that performing the behavior will” result

in predominantly favorable results (Ajzen &

Fishbein, 1980). Dwivedi et al., (2019) discovered the

mediating effect of attitude between facilitating

conditions and social influence on BI. Attitude has

long been shown to influence BIs (Venkatesh et al.,

2003). Several previous research discovered a

substantial direct association between attitude and

online shopping intentions (Çelik, 2008). Çelik,

(2008) discovered “that attitude is a major predictor

of intention in” online banking context. Dwivedi et

al., (2019) discovered the mediating effect of attitude

between facilitating conditions and social influence

on BI. When it comes to shopping online, enjoyment

has a favorable impact on the consumer's attitude

towards the online retailer (Mathwick, 2002).

Moreover, Lee et al., (2006) considered the results

linking enjoyment and attitude.

2.2

Behavioural Intention (BI)

Behavioural Intention (BI) is “a cognitive process of

individuals’ readiness to perform specific behaviour

and is an immediate antecedent of usage behaviour”.

BI is the key factor that determines the success of a

system (Abdullah et al., 2016; Cheng et al., 2011; Lee

et al., 2005). Consumer behaviour refers to “the study

of groups, people, and organizations, as well as the

procedures they use to select products, services,

experiences, or innovations that suit their needs and

have an influence on the consumer and society”

(Chen et al., 2018). It integrates “sociological,

psychological, economic, and social anthropological

components” (Bobadilla et al., 2020). Consumer

behaviour is the subset of human behaviour

associated with people's purchasing and utilizing

decisions and actions. It seeks to comprehend the

buyer decision-making process both individually and

in groups (Kuchinka et al., 2018; Yuan et al., 2018).

A parent's decision concerning their children's

schooling is a collection of many actions and

behaviours that are either directly or indirectly

connected to one another. Parents have been given the

right and responsibilities to select the school that they

believe best meets the educational and emotional

needs of their children, and they are expected to select

a school from a reasonable range of school-choice

alternatives. Previous studies discovered that while

making a school-choice decision, parents conduct

internet searches, go on tours, and consult with

friends, family, and co-workers. According to (Bell,

PAMIR 2023 - The First Pamir Transboundary Conference for Sustainable Societies- | PAMIR

578

2009), parents should utilize shortcuts while

gathering information about schools and their

selections.

H1: Curiosity significantly affects the parents’ BI to

adopt social media(SM) for pre-schools selection.

H2: Joy significantly affects the parents’ BI to adopt

social media(SM) for pre-schools selection.

H3: Social Influence significantly affects the

parents’ BI to adopt social media(SM) for pre-schools

selection.

H4: Attitude significantly affects the parents’ BI to

adopt social media(SM) for pre-schools selection.

H4a: Attitude has a significant effect as a mediator

between curiosity and BI to adopt SM for selecting

pre-schools.

H4b: Attitude has a significant effect as a mediator

between joy and BI to adopt SM for selecting pre-

schools.

H4c: Attitude has a significant effect as a mediator

between social influence and BI to adopt SM for

selecting pre-schools.

3 RESEARCH METHODOLOGY

The present study aimed at working parents

belonging to cities of Punjab. The method of data

collection was purposive sampling one and the time

interval for the same was November 2022 to January

2023.The preparation of questionnaire took place out

of four elements(social influence, curiosity, joy and

attitude) obtained through the related literature. Every

element was made specific on a “five-point Likert

scale”, highlighting “1-strongly disagree to 5-

strongly agree”. The questionnaire was prepared

through online means and with the help of Google

form was used to collect data from 578 respondents.

The software used for sample size approximation was

G* Power. Although, the software indicated an

estimation of minimum sample size to be 159

respondents, but we collected data from 578

individuals to increase the accuracy of results. By

making use of Smart PLS-SEM 4.0, the mediating

effects of variables, data reliability and validity have

been examined (Variance Based PLS-SEM) (Singh et

al., 2021). We have a lot of possibilities with Smart

PLS-SEM 3.0 whenever it is about analysing

structural models with various dimensional

consequences (Hair et al., 2014; Sarstedt et al., 2019)

Table 1: Demographic variables of the participants in the study.

Demographics Head Number of Participants Proportion (%)

Gender Men 338 58.48

Women 240 41.52

Age(in years) 21-25 202 34.95

26-30 292 50.52

31-35 58 10.03

36 and above 26 4.50

Educational

Qualification

Under Graduation 16 2.77

Graduation 94 16.26

Post Graduation and above 468 80.97

Employment Status Private Em

ee 308 53.2

Government Em

ee 68 11.7

Self-Employe

202 35.1

Annual Income(in

Rupees)

Upto 4 Lakhs 200 34.61

4 to 8 Lakhs 158 27.34

8 to 12 Lakhs 168 29.06

12 and above 52 8.99

Source: Authors’ Calculations

Inﬂuence of Social Media in Determining Parents’ Behavioural Intention Towards the Selection of Preschools

579

Source: Author’s Calculations

Figure 2: Estimation of the sample size.

4 DATA ANALYSIS AND

INTERPRETATION

4.1 Descriptive Analysis

The statistics were collected from 578 working

parents in the state of Punjab, India. Table 1 clearly

shows explanatory facts for the participants surveyed.

A major portion of all the individuals covered was

men 58.48%, and covered 41.52% women

respondents. The demographics of the respondents

clearly depict that young working parents made up

the bulk of the respondents, with 202 participants

falling under the age group 21 to 25 years (34.95%)

and 292 participants falling under the range 26 to 30

years (50.52%). It was also observed that a major

portion, 308 were privately employed (53.2%) and

202 were self-employed (35.1%) respondents. Taking

into consideration, the age and income of the

respondents were other factors that were taken into

consideration during the study that reveal the pattern

towards the BI and SM usage for preschool selection

by the working parents. The data collected clearly

indicates that the majority of the participants had an

age under the age-group 21 to 25 and 26 to 30 years,

revealing a good composition of participants for the

current study.

Table 2 shows the reliability and validity of data

collected for the present study. Internal reliability has

been estimated by “Cronbach's Alpha and Composite

Reliability (CR)”. All calculated Cronbach's Alpha

and (CR) values are above 0.70, indicating that the

constructs are reliable (Singh et al., 2021).

Convergent validity is demonstrated by the fact that

all significant reflective elements possess "average

variance extracted" (AVE) estimates which are

significantly higher than the 0.50 threshold,

demonstrating that the study is deserving of further

review (Hair & Alamer, 2022; Singh et al., 2021).

Using the criteria developed by Farnell and Larcker

(1981), the calculation of discriminant validity shown

in Table 2 is in which the computed standard, i.e., the

square root of "Average Variance Extracted (AVE)"

of the variables on the crossway, is higher than the

variables' correlation values between-items.

Consequently, each construct’s singularity has been

proven.

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Table 2: Reflective model assessment and Composite Model.

Source: Author’s Calculations

Figure 3: Structural Equation Model.

Inﬂuence of Social Media in Determining Parents’ Behavioural Intention Towards the Selection of Preschools

581

4.2 Structural Model Assessments

The construction model assessments were carried to

determine the relationship connecting the variables

and their predictive value (Sarstedt et al., 2019)

The investigation used the necessary 5000

bootstraps in the absence of the need for a no-sign

amendment to determine the p-values for the premise

of the study(Hair et al., 2020). The calculated values

of “Variance Inflation Factor (VIF)” estimated to not

more than 3.33, which depicts that these are

acceptable and considerably falling within the limit

(Diamantopoulos et al., 2008). Dependent and

independent variables have been depicted in Figure-4

by making use of Structural Path Model. The current

study identifies four broad hypotheses (Figure-1) and

thus leads to development of a paths model while

covering literature review. Research employing PLS

SEM models is currently accepted as a generally

accepted method for assessing and testing the fitness

of framework (Hair et al., 2020). Table 3 clearly

indicates the analyzing models part as well as

hypotheses testing. In conformance with the findings

of Table-3, curiosity has no significant relation with

behavioural intention until and unless we measure

curiosity, indirectly to behavioural intention, with

attitude as the mediator. Consequently, hypothesis H1

gets rejected, and it can be said that curiosity affects

the behavioural intention of working parents towards

the selection of preschools in the most significant

manner, with attitude playing the mediating role.

Thus, it becomes the most predominant variable

(p≤0.001) in influencing working parents’

behavioural intention towards selection of

preschools.

Table 3: Hypotheses Testing of the Model.

Hypothesi

Path

Relationships

Standardize

d Beta

Standard

Deviation

(STDEV)

Standard

Error (ST

ERR)

t-Statistics Decision

H1 Curiosity ->

Behavioural

Intention

0.038

0.072

0.740

Rejected

H2 Joy ->

Behavioural

Intention

0.169

0.075

2.247

Accepted

H3 Social

Influence ->

Behavioural

Intention

0.098 0.070

0.070

1.728 Accepted

H4 Attitude ->

Behavioural

Intention

0.083

0.067

1.243

Rejected

H4a Curiosity ->

Attitude ->

Behavioural

Intention

0.359

0.051

7.076

Accepted

H4b Joy-> Attitude

Behavioural

Intention

0.017

0.052

3.888

Accepted

H4c Social

Influence ->

Attitude ->

Behavioural

Intention

0.213

0.049

4.315

Accepted

Furthermore, hypotheses H2 and H3 are accepted,

as their (p≤0.001). Attitude, serving as a mediator

linking the interaction of curiosity and BI, joy and BI

and social influence and BI proved significant, so

H4(a), H4(b) and H4(c) was accepted.

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5 FINDINGS

In keeping with past research's conclusions that using

social media factors in context to the preschool

selection, our study shows that the Social Influence

and Joy are the elements that positively impact the BI

of the working parents towards the preschool

selection. (Rahmiati & Susanto, 2022). In this study,

Additionally, the investigation showed that the

impact of curiosity on purchasing intent is strongly

influenced by attitude. Thus, attitude serves as an apt

mediator to indirectly affect behavioural intention of

working parents with constructs of curiosity, joy and

social influence towards the selection of preschools.

6 PRACTICAL IMPLICATIONS

Very few studies have focused on social media being

used as a source by working parents’ towards the

selection of preschools for their children. This study

contributes to the online method being used by

working parents’ and as a convenient means to select

any preschool for their child. Previous research has

shown that offline methods have been applied for

selection of preschools. The current study broadens

our understanding in the subject of social media. The

results clearly depict that the study will be extremely

beneficial to the preschools’ administration

department, particularly those involved preschools

marketing campaign and admissions branch. The

current study’s outcomes will help the preschools’

marketing teams to know how they can market their

product (preschool advertisement) on social media. It

will assist preschools in better understanding the

factors influencing parents behaviour and, as a result,

in developing new methods to attract them.

7 LIMITATIONS AND SCOPE

The study has covered the broader area in regards to

behavioural intention of working parents’ towards

selection of preschools. However, there are still some

limitations as this study did not cover a wide location

of the respondents. The study took place only in the

limited geographical location of the state of Punjab

(Hoshiarpur, Mohali, Jalandhar, Ludhiana and

Rupnagar). These districts were chosen as per the

highest literacy rate of the state in Census 2022 of

India (Punjab Literacy Rate 2022). However, the

results would variate if the study takes place in

different other locations. The gender gap cannot be

significantly seen in the number of respondents for

the study. The respondents are almost equally

distributed over the two categories of male and

female. Working parents’ behavioural intention have

been taken into consideration in this study.

Furthermore, taking parents as a whole can be an

added advantage for the society. The entire study

revolves around social media usage of the working

parents only. Only a few variables have been

considered in this study for analysing the behavioural

intention of working parents. Thorough investigation

on other factors of environment or economy can lead

the study to a very different level, thus resulting in

fruitful undiscovered results.

8 CONCLUSION

The usage of social media by individuals for selection

of various institutions has become increasingly

important with time. Considering this point, the study

has focused on the direct and indirect effects of

curiosity, joy, social influence and attitude on

behavioural intention of working parents’ towards

selection of preschools for their child. Consequently,

it was founded that curiosity positively influences BI

of working parents’ with attitude as a mediator when

its about selecting preschools for their children.

Based on the findings, it has been revealed that joy

and social influence directly affect behavioural

intention of working parents’ towards the selection of

preschools and thus, positively impacts behavioural

intention. It may be furthermore, concluded that

integration of two theories and chosing the constructs

out of them to determine the behavioural intention of

working parents’ towards the selection of preschools

is of greater importance in the required chosen aspect

and gives a good overview on the subject matter

chosen.

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