THE SUBJECTIVE NORMS LEAD TO THE PERCEIVED EASE OF USE OF TECHNOLOGY IN THE DIGITAL ERA

Abstract

In the digital era, where technology plays a pivotal role in driving organizational progress, subjective norms have emerged as a powerful social construct that influences and guides individual behavior particularly in the context of technology acceptance and utilization. This concept reflects an individual's belief that people or groups they consider important (such as family, colleagues, or thought leaders) expect them to act in certain ways. These norms are often expressed through recommendations, encouragement, or social pressure, all of which significantly shape one’s perception of the ease of technology use. This is especially true for users lacking confidence or digital literacy; support or observable role models can mitigate anxiety and enhance self-efficacy when adopting new technologies. Moreover, within organizational contexts, cultivating a culture that fosters learning and acceptance of digital tools through internal social norms serves as a strategic mechanism for helping employees adapt to and embrace change effectively. This becomes increasingly critical in an environment characterized by rapid and complex technological evolution. Therefore, subjective norms play a vital role in shaping individuals’ perceptions of technological ease of use. Promoting a socially supportive environment for digital adoption not only nurtures positive attitudes but also enhances the likelihood of sustained acceptance at both individual and organizational levels.