Examining the Factors Affecting the Preference of the Mobile Learning Application of Generation Y
Abstract
With
the inclusion of mobile technologies in learning environments, the learning
activity has moved beyond its physical boundaries and has evolved into a
different dimension. Designed learning applications provide new and different experiences
to users while offering learning opportunities independent of time and space.
In this study, factors that affect the generation Y’s preference and use of
mobile learning applications are examined. The personal values are added to the
research model which is designed on the basis of technology acceptance model
and expectation-confirmation model. Thus, the behavior of the generation Y
towards the mobile learning applications has been handled with in a
comprehensive manner. Partial least square structural equation modelling was
used to test the research model and path analysis was performed for the
analytical results. As a result, it has been determined that satisfaction is an
effective variable on the continuance intention to use the mobile learning
application. The effect of the perceived usefulness and perceived ease of use
on satisfaction are closely approximated. According to users’ personal values,
it has been seen that the importance given to these two variables differ. The
study has been terminatted by providing important recommendations to
application developers in designing and strategizing.
Keywords
Mobile application,Generation Y,Technology acceptance model,Partial least square,Personal values
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