| Summary: | 碩士 === 中華大學 === 工業管理學系 === 104 === With the advancement in technology and mobile devices, it also changes the way how parents and teachers communicate. Teachers start to use social media as a way to make school or class announcements and to communicate with students’ parents, class or students issues. Ideally, using social media as a parent-teacher communication method is very beneficial due to the fact that it is instant and its quick turnaround time. However, how teachers perceive of using this new communication channel is still not clear, especially for different generations of teachers. This survey study used Technology Acceptance Model (TAM) to explore the relationships among elementary school teachers’ and parents’ age, self-efficacy of using social media, perceived usefulness and ease of use of the social media, their attitude and intention to use social media as a parent-teacher communication method, as well as their actual use. The results for teacher participants indicated that younger teachers have higher level of self-efficacy of using social media, and with higher level of self-efficacy, they have higher level of perceived usefulness and ease of use of the social media. In addition, with higher level of perceived usefulness, they tend to have more positive attitude and intention to use social media as a parent-teacher communication way. Finally, the elementary school teachers are more likely to actual use the social media to communicate with parents when they have more positive attitude toward it. As for the parent participants, their age has no influences on their level of self-efficacy, perceived usefulness, and perceived ease of use of the social media. However, with higher level of self-efficacy of using social media, parents have higher level of perceived usefulness and ease of use of social media. In addition, higher level of perceived usefulness and ease of use lead to higher level of the attitude toward using social media and the intention to use social media. Finally, higher level of the attitude toward using leads to higher level of intention to use social media.
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