THE INFLUENCE OF PERCEIVED USEFULNESS, SOCIAL INFLUENCE, INTERNET SELF-EFFICACY AND COMPATIBILITY ON USERS’ INTENTIONS TO ADOPT E-LEARNING: INVESTIGATING THE MODERATING EFFECTS OF CULTURE

Year 2019, Volume: 5 Issue: 15, 300 - 320, 07.01.2020

Khaled M S Faqih

https://doi.org/10.18768/ijaedu.593878

Cited By: 4

Abstract

The current
study has been inspired by two significant issues: (1) The proliferation of e-technologies such as
e-learning have dramatically motivated global
research intended to advance our knowledge of the dynamics of these
technologies in varying environmental contexts and settings, and (2) the
importance of cultural values at individual-level analysis in technology
adoption merits greater level of attention and interests from researchers and
practitioners, particularly in relation to developing country contexts. This
study intends to investigate the significance of highly influential adoption
factors acknowledged as relevant in prior literature in predicting user’s
behavioral intention to adopt new technologies. These potentially important factors were drawn from highly popular
technology adoption and social theories including perceived usefulness
(Technology Acceptance Model), social influence
(Theory of Planned Behavior), Internet self-efficacy (Social Cognitive Theory)
and perceived compatibility (Innovation
Diffusion Theory). Further, the
present study examines the moderating impact of
both individualism-collectivism and uncertainty
avoidance cultural dimensions at individual-level on the hypothesized relationships linking these highly influential adoption factors with behavioral intention to adopt e-learning environment in
order to facilitate and enhance learning processes and in an effort to
achieve value maximization and waste minimization requirements in the context of e-learning technology. The
empirical data which consists of 262 valid datasets was collected from
undergraduate university students in Jordan via self-administered paper-based questionnaire.
The questionnaire was developed from previously accepted and validated a set of
measurements items. The empirical data was numerically assessed and analyzed
with the help of WarpPLS 5.0. The findings of this study demonstrate that
perceived usefulness, social influence,
Internet self-efficacy and perceived
compatibility are important predictors of individuals’ behavioral
intention to adopt e-learning technology. Further, the current findings provide
adequate empirical evidence to support all hypotheses involving moderating
effects with one exception whereby both individualism-collectivism
and uncertainty avoidance cultural values have little statistical significance on the
relationship linking perceived usefulness with behavioral intention to adopt
e-learning technologies. Interestingly, the proposed model explains a substantial amount of variance (63%)
which signifies that the model fits the data well. Research findings are
discussed and contribution to theory and practice are presented.

Keywords

adoption, e-learning, culture, WarpPLS, Jordan

References

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