The Integration of the Technology Acceptance Model and Value-Based Adoption Model to Study the Adoption of E-Learning: The Moderating Role of e-WOM

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.

Sinicized Exploration of Sustainable Digital Fashion: Chinese Game Players’ Intention to Purchase Traditional Costume Skins

“…Second, the research findings indicated that purchase price perceptions did not have a significant negative influence on the players' satisfaction and purchase intentions, thus H3 and H4 were rejected, which is in alignment with the finding of adopting e-learning [44]. If the value consumers gain from a product or service is higher than the cost they pay, purchase intention will be formed.…”

“…If the value is lower, users will reject this product or service. In the context of e-learning, when learners are truly glad to learn using a system, they are willing to trade costs to obtain a better learning performance [44]. Similarly, if game players truly like traditional costume skins, they are willing to pay for a better game experience.…”

“…Furthermore, this paper expands the TAM and applies it to the realm of digital fashion. Now, many developed extensions of the TAM are more suitable for the information age [44,49]. However, in the current context, it still has some shortcomings due to the lack of consideration on how social and cultural factors influence users' acceptance of technology [44].…”

“…Now, many developed extensions of the TAM are more suitable for the information age [44,49]. However, in the current context, it still has some shortcomings due to the lack of consideration on how social and cultural factors influence users' acceptance of technology [44]. This study introduces cultural elements authenticity into the TAM to analyze the influence of virtual goods on the consumers' satisfaction and purchase intentions from cultural perspectives.…”

Chinese Consumers' E-Learning Satisfaction and Continuance Purchase Intention on Paid Online Python Course

“…As a result, many companies have started to pay attention to and re-examine their corporate policies from a consumer perspective to improve their strategic competition (Chen et al, 2012 ). Therefore, e-WOM has gradually attracted the attention of the institutions that develop online courses (Shehzadi et al, 2020 ; Liao et al, 2022 ).…”