1. Introduction


Attitude, Social Norms and Perceived Behavioural Control



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Attitude, Social Norms and Perceived Behavioural Control: TPB has been applied in many instances in the IT research area, showing that intention to adopt web technologies or e-services is affected positively by attitude and perceived behavioural control (Ajjan and Hartshorne, 2008; Hartshorne and Ajjan, 2009; Lu et al., 2009; Shih, 2008). Social norms have also been positively associated with intention in cases of web applications that focus on communication and interaction among online users (Hartshorne and Ajjan, 2009; Liao et al., 2007; Lu et al., 2009). In addition, research on social networking has shown that attitude toward social networking is positively associated with intention to use social networking . Similarly, social (or subjective) norms, which is the second factor that affects behavioural intention in TPB, is found to be positively correlated to intention in an SNS context (Peslak et al., 2011). Finally, perceived behavioural control has also been found to have a positive relationship with intention in a similar context, that of participating in virtual communities (Lin, 2006). Based on the above, the following hypotheses are formulated:

H10: Attitude of academics towards using SNS/online technologies for academic engagement positively affects intention to use SNS/other online technologies for this purpose.

H11: Social norms of academics related to using SNS/online technologies for academic engagement positively affect intention to use SNS/other online technologies for this purpose.

H12: Perceived behavioural control of academics related to using SNS/other online technologies for academic engagement positively affects intention to use SNS/other online technologies for this purpose.


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