Abstract
The Technology Acceptance Model (TAM) has lately been utilized in a number of studies to investigate why people reject or adopt new technologies like mobile commerce or e-learning. However, several studies have found weaknesses in TAM’s ability to predict consumers’ purchase intention behavior. To compensate for TAM’s weaknesses, this study presents a model that integrates all of TAM’s components with the Value-Based Adoption Model (VAM). The perceived benefits and sacrifices were considered to provide a list of the implications for both researchers and e-learning service providers. Furthermore, the moderating role of e-word of mouth was utilized to examine the relationship between attitude, intention, perceived value, and intention toward e-learning, in order to match the current circumstances with the growing popularity of social networks. This study was conducted with a quantitative analysis by using data collected from survey 417 e-learning consumers. Except for perceived fee, which has a negative effect on perceived value, the results demonstrate that all hypotheses of latent correlations in TAM and VAM were strongly significant. Furthermore, attitude and perceived value have a significant role in determining consumer adoption of e-learning. Consumers’ perceived value will be driven by the high and low levels of the moderating influence of e-word of mouth, influencing their intention toward e-learning. Since e-learning is an effective sustainable education system, the result of this study can provide a good solution to facilitate e-learning in current and future conditions.
Highlights
E-learning is a virtual learning method using information communication technologies (ICT) such as a computer, cell phone, or tablet
The results show that perceived usefulness (PU) and attitude toward e-learning (ATE) have a positive impact on intention toward e-learning (IE) (β = 0.224, β = 0.203, p < 0.01, respectively)
The results support the integration of Technology Acceptance Model (TAM) and Value-Based Adoption Model (VAM) in practice and confirm the moderating role of e-word of mouth (eWOM) on the link of perceived value (PV) and IE
Summary
E-learning is a virtual learning method using information communication technologies (ICT) such as a computer, cell phone, or tablet. E-learning has been shown to have many advantages over traditional learning, including making it possible for users to study anytime, anywhere, at a low cost. The important role of e-learning has been demonstrated through the COVID-19 pandemic [1]. It offers a unique approach that can replace traditional learning and minimize direct interaction between teachers, and students. Numerous studies have been conducted to determine the factors which influence consumers’ adoption of e-learning technologies using TAM to provide universities and educational institutions with a way to help users accept e-learning [2,3,4]. TAM is the most extensively utilized theoretical framework model for assessing new technology adoption
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