Sustained Improvement of Educational Information Asymmetry: Intentions to Use School Social Media

ABSTRACT

Under the impact of digitization, many schools in Taiwan have started to actively operate social media. Using social media to release important school information can reduce the educational information asymmetry between schools and students. Educational information asymmetry may cause problems of adverse selection and moral hazard, and damage the rights and interests of students. The main purpose of this study is to explore the intentions of high school students to use school social media as a channel to obtain important information about their schools. A questionnaire survey was administered to the students of a high school in Taoyuan City, Taiwan, and the collected data were statistically analyzed. The research results of this study show that perceived usefulness, subjective norm, and trust had positively significant effects on the intention to use school social media;however, perceived ease-of-use, and perceived behavioral control did not have significant effects on the intention to use school social media. Through the operation of social media, schools can not only eliminate the adverse selection and moral hazard caused by information asymmetry but also improve their brand images and reduce their marketing costs.