Subjective Norm, Self-Efficacy, and Policy Acceptance for Open Communication Science: An Empirical Analysis

Abstract

Given the opportunities that open communication science (OCS) affords, this study examines communication scholars’ attitudes toward OCS and the factors influencing their acceptance. A survey of the Chinese Association for History of Journalism and Communication (CAHJC) was conducted (N = 351). Overall, respondents perceive OCS as positive and useful, but their behavioral intention varies by gender and publishing experiences. Males and those with publishing experiences in English demonstrate a higher level of subjective norm and self-efficacy, which function as antecedents of perceived usefulness and perceived ease of use, respectively. The results of structural equation modeling confirm that the extended technology acceptance model (TAM) can well predict communication scholars’ participation in OCS. Practical implications for promoting and adopting OCS in developing countries are discussed.