Thursday, April 14
10:15-10:45 AM
PDT
Osprey

The Development of the Social Media Communications in Public Education Questionnaire: A Tool to Understand Teachers’ Readiness for Adoption

Full Paper (F2F) ID: 61119
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    Brett Tozer
    Franklin University

Abstract: This paper documents the creation, implementation, and analysis of the survey instrument, Social Media Communications in Public Education Questionnaire which has been designed to understand the attitudes, subjective norms, and perceived behavioral control towards the use of social media communication (SMC) technologies as part of a teachers’ pedagogical practice. The instrument was administered to 251 secondary school teachers within the Commonwealth of Pennsylvania through a multi-stage cluster sampling procedure to ensure teachers from urban, suburban, town, and rural schools were represented. Within each locale type, school districts were randomly sampled, and within each school district secondary school buildings were randomly selected if more than one secondary building was in a single school district. Alpha reliability and confirmatory factor analysis were used to determine reliability of each scale. Confirmatory factor analysis extracted one factor accounting for 67% of the common variance in the attitude scale, one factor accounting for 75% of the common variance in the subjective norms scale, one factor accounting for 58% of the common variance in the perceived behavior control scale, and one factor accounting for 99% of the common variance in the future intention scale. The use of this survey instrument can be a tool to help school leaders understand their teachers’ attitudes, norms, and perceived control over SMC as technology initiatives are adopted.

Presider: James Hernandez, University of Texas at San Antonio

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