The Influence of Values on E-learning Adoption

Ashwin Mehta,Neil P Morris,Bronwen Swinnerton,Matt Homer

doi:10.1016/j.compedu.2019.103617

Ashwin Mehta, Neil P Morris + Show 2 more

Open Access

https://doi.org/10.1016/j.compedu.2019.103617

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Abstract

As technology continues to pervade our lives, the influence of culture on technology adoption is of significant interest to researchers. However, culture, as a group-level construct may not give meaningful results when related to individual-level adoption. Although culture has been integrated into technology adoption models, values are the individual-level representation of culture, and are more appropriate to include in technology adoption models. There have been few studies attempting to explore the influence of values on adoption models, and none within the sphere of digital education. The purpose of this exploratory study is to integrate values with technology adoption models and apply the novel conceptual model to the context of digital education. In this study we investigate the influence of individual-level values on the adoption of e-learning by workers in The Gambia and the UK. Using the Unified Theory of the Acceptance and Use of Technology (UTAUT2) as a base model, we integrate values relating to conservation of the status quo and self-enhancement from Schwartz's Theory of Human Values. Taking this approach, we develop and introduce the Values-Enhanced Technology Adoption (VETA) model. We tested the VETA model on the adoption of e-learning by workers in The Gambia and the UK. Empirical results demonstrated the influence of self-enhancement values in the model via social influence, price value and performance expectancy. The UTAUT2 base model was partially validated in that performance expectancy, price value and habit primarily influenced worker intention to use e-learning. We conclude that VETA will be a useful model to researchers studying technology adoption.

Highlights

In recent years, there have been significant investments in digital learning technologies across all sectors
This paper proposes that individual-level values influence user perception of the relative importance of technology, context or consumer-focussed attributes that lead to the intention to use technology
We proposed the link between Schwartz's theory of human values and the Unified Theory of Acceptance and Use of Technology (UTAUT2) to develop the Value-Enhanced Technology Adoption (VETA) model, an extended UTAUT2 model, and validated the Values-Enhanced Technology Adoption (VETA) model against the context of professional e-learning in The Gambia and the UK

Summary

Introduction

There have been significant investments in digital learning technologies across all sectors Despite such investments, learning technology might be poorly adopted, discontinued or rejected by learners (Adelé & Brangier, 2013; Recker, 2016), learner motivation and engagement remain topics of interest for researchers (Jung & Lee, 2018; Zhu, Sari, & Lee, 2018). Technology adoption models generally explain user intention as a function of user perceptions of attributes of the target technology within the context of use (Venkatesh & Bala, 2008; Venkatesh & Davis, 2000). This paper proposes that individual-level values influence user perception of the relative importance of technology, context or consumer-focussed attributes that lead to the intention to use technology. This study contributes to the literature by being amongst the first to incorporate Schwartz's values framework into technology adoption literature, to investigate the influence of values on elearning adoption, and to develop and validate the Values-Enhanced Technology Adoption (VETA) model

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