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Examining the Factors Affecting the Preference of the Mobile Learning Application of Generation Y

Year 2017, Volume: 6 Issue: 6, 89 - 104, 19.11.2017

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.


References

  • Afthanorhan, W. ve Ahmad, S. (2013). Modelling the multimediator on motivation among youth in higher education institution towards volunteerism program. Mathematical Theory and Modeling, 3(7), 64-70.
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Akdemir, A., Konakay, G. ve Demirkaya, H. (2014). Y kuşağının kariyer algısı, kariyer değişimi ve liderlik tarzı beklentilerinin araştırılması. Muğlaa Sıtkı Koçman Üniversitesi İktisadi ve İdari Bilimler Fakültesİ Ekonomi ve Yönetim Araştırmaları Dergisi, 2(2).
  • Appbrain. (2017). Number of Android applications. http://www.appbrain.com/stats/number-of-android-apps, Erişim Tarihi: 06/05/2017
  • Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation-confirmation model. MIS quarterly, 351-370.
  • Böhm, S., Böhm, S., Constantine, G. P. ve Constantine, G. P. (2016). Impact of contextuality on mobile learning acceptance: An empirical study based on a language learning app. Interactive Technology and Smart Education, 13(2), 107-122.
  • Burton-Jones, A. ve Hubona, G. S. (2006). The mediation of external variables in the technology acceptance model. Information & Management, 43(6), 706-717.
  • Chen, G., Chang, C. ve Wang, C. (2008). Ubiquitous learning website: Scaffold learners by mobile devices with information-aware techniques. Computers & Education, 50(1), 77-90.
  • Cheon, J., Lee, S., Crooks, S. M. ve Song, J. (2012). An investigation of mobile learning readiness in higher education based on the theory of planned behavior. Computers & Education, 59(3), 1054-1064.
  • Corbeil, J. R. ve Valdes-Corbeil, M. E. (2007). Are you ready for mobile learning? Educause Quarterly, 30(2), 51.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
  • Fishbein, M. ve Ajzen, I. (1974). Attitudes towards objects as predictors of single and multiple behavioral criteria. Psychological review, 81(1), 59.
  • Fogelgren-Pedersen, A., Jelbo, C. ve Viborg Andersen, K. (2003). The paradox of the mobile internet: Acceptance of gadgets and Rejection of innovations. BLED 2003 Proceedings, 56.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
  • Gefen, D. ve Straub, D. W. (2000). The relative importance of perceived ease of use in IS adoption: A study of e-commerce adoption. Journal of the Association for Information Systems, 1(1), 8.
  • Goh, T. ve Kinshuk, D. (2004). Getting ready for mobile learning. Paper presented at the EdMedia: World Conference on Educational Media and Technology.
  • Güzelyazıcı, Ö., Dönmez, B., Kurtuluş, G. ve Hacıosmanoğlu, Ö. (2014). Yeni Yüzyıl Üniversitesinde Mobil Öğrenme. Paper presented at the XVI. Akademik Bilişim, Mersin Üniversitesi.
  • Hair, J. F., Anderson, R. E., Babin, B. J. ve Black, W. C. (2010). Multivariate data analysis: A global perspective (Vol. 7): Pearson Upper Saddle River, NJ.
  • Henseler, J., Ringle, C. M. ve Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing New challenges to international marketing (pp. 277-319): Emerald Group Publishing Limited.
  • Hwang, G.-J. ve Chang, H.-F. (2011). A formative assessment-based mobile learning approach to improving the learning attitudes and achievements of students. Computers & Education, 56(4), 1023-1031.
  • Jain, V. ve Viswanathan, V. (2015). Choosing and using mobile apps: A conceptual framework for Generation Y. Journal of Customer Behaviour, 14(4), 295-309.
  • Keleş, H. N. (2011). Y kuşağı çalışanlarının motivasyon profillerinin belirlenmesine yönelik bir araştırma. Organizasyon ve Yönetim Bilimleri Dergisi, 3(2), 129-139.
  • Koç, T. ve Turan, A. H. (2014). Mobil SABİS kabul ve kullanımı: Sakarya Üniversitesinde ampirik bir değerlendirme. Bilgi Ekonomisi ve Yönetimi Dergisi, 9(2), 163-175.
  • Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223.
  • Kupperschmidt, B. R. (2000). Multigeneration employees: strategies for effective management. The health care manager, 19(1), 65 - 76.
  • Nunnally, J. C. (1994). IH Bernstein Psychometric Theory: McGraw-Hill, New York.
  • Nysveen, H., Pedersen, P. E. ve Thorbjørnsen, H. (2005). Intentions to use mobile services: Antecedents and cross-service comparisons. Journal of the academy of marketing science, 33(3), 330-346.
  • Oghuma, A. P., Libaque-Saenz, C. F., Wong, S. F. ve Chang, Y. (2016). An expectation-confirmation model of continuance intention to use mobile instant messaging. Telematics and Informatics, 33(1), 34-47.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 460-469.
  • Parry, E. ve Urwin, P. (2011). Generational differences in work values: A review of theory and evidence. International journal of management reviews, 13(1), 79-96.
  • Peng, W., Kanthawala, S., Yuan, S. ve Hussain, S. A. (2016). A qualitative study of user perceptions of mobile health apps. BMC Public Health, 16(1), 1158.
  • 006). Understanding e-learning continuance intention: An extension of the Technology Acceptance Model. International Journal of Human-Computer Studies, 64(8), 683-696.
  • Rogers, E. M. ve Shoemaker, F. F. (1971). Communication of Innovations; A Cross-Cultural Approach.
  • Shudong, W. ve Higgins, M. (2005). Limitations of mobile phone learning. Paper presented at the Wireless and Mobile Technologies in Education, 2005. WMTE 2005. IEEE International Workshop on.
  • Statista. (2017). Most popular Apple App Store categories in March 2017, by share of available apps.
  • Tang, J.-t. E. ve Chiang, C.-h. (2010). Integrating experiential value of blog use into the expectation-confirmation theory model. Social Behavior and Personality: an international journal, 38(10), 1377-1389.
  • Tarcan, E., Varol, E. S., Kantarci, K. ve Firlar, T. (2012). A Study on Kazakh Academicians' Information Technology Acceptance. Bilig, 62, 205.
  • Torun, Y. ve Çetin, C. (2015). Örgütsel Sinizmin Kuşaklar Bazında Değerlendirilmesi: Kuşaklara Göre Örgütsel Sinizmin Hedefinde Ne Var? İş ve İnsan Dergisi, 2(2), 137-146.
  • Turan, A. H. ve Çolakoğlu, B. E. (2008). Yüksek öğrenimde öğretim elemanlarının teknoloji kabulü ve kullanımı: Adnan Menderes Üniversitesinde ampirik bir değerlendirme. Doğuş Üniversitesi Dergisi, 9(1), 106-121.
  • TÜİK. (2017). Yıllara ve Cinsiyete Göre Ortanca Yaş, Genel Nüfus Sayımları. http://www.tuik.gov.tr/UstMenu.do?metod=temelist, Erişim Tarihi: 03.05.2017
  • Uzkurt, C. (2007). Tüketicilerin Yenilikleri Benimseme Eğilimleri Üzerinde Kişisel Değerlerin Etkisi.
  • Venkatesh, V. ve Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
  • Yang, H. C. (2013). Bon Appétit for apps: young American consumers' acceptance of mobile applications. Journal of Computer Information Systems, 53(3), 85-96.
  • Yeşil, Y. ve Fidan, F. (2017). Türkiye’de Y Kuşağının E-İletişim Kullanımı: Üniversite Öğrencileri Üzerinde Bir Araştırma. Balkan ve Yakın Doğu Sosyal Bilimler Dergisi, 3(1), 100-109.
  • Zarmpou, T., Saprikis, V., Markos, A. ve Vlachopoulou, M. (2012). Modeling users’ acceptance of mobile services. Electronic Commerce Research, 12(2), 225-248.

Y Kuşağının Mobil Öğrenme Uygulama Tercihini Etkileyen Faktörlerin İncelenmesi

Year 2017, Volume: 6 Issue: 6, 89 - 104, 19.11.2017

Abstract

Mobil
teknolojilerin öğrenme ortamlarına dâhil edilmesiyle birlikte öğrenme faaliyeti
fiziksel sınırların dışına çıkmış ve farklı bir boyuta evrilmiştir. Tasarlanan öğrenme
uygulamaları kullanıcılarına zamandan ve mekândan bağımsız öğrenme fırsatı
sunarken, yeni ve farklı deneyimleri de beraberinde getirmiştir. Bu çalışmada,
Y kuşağının mobil öğrenme uygulamalarını tercih etmesini ve kullanmasını
etkileyen faktörler incelenmiştir. Teknoloji kabul modeli ile beklenti-kabul modeli
temelinde tasarlanan araştırma modeline kişisel değerler değişkeni eklenmiştir.
Böylelikle y kuşağının mobil öğrenme uygulamalarına yönelik davranışı kapsamlı şekilde
ele alınmıştır. Araştırma modelinin test edilmesinde kısmi en küçük kareler yapısal
eşitlik modellemesi kullanılmış ve analitik sonuçlar için yol analizi yapılmıştır.
Sonucunda, tatminin mobil öğrenme uygulamasını kullanmaya devam etme niyeti
üzerinde etkili bir değişken olduğu tespit edilmiştir. Algılanan fayda ile
algılanan kullanım kolaylığının tatmin üzerindeki etkisi birbirine yakın hesap
edilmiştir. Kişisel değerlerine göre kullanıcıların bu iki değişkene verdiği
önem farklılık göstermektedir. Çalışma uygulama geliştiricilere tasarım ve
strateji belirlemede önemli tavsiyeler sağlayarak, sonlandırılmıştır

References

  • Afthanorhan, W. ve Ahmad, S. (2013). Modelling the multimediator on motivation among youth in higher education institution towards volunteerism program. Mathematical Theory and Modeling, 3(7), 64-70.
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Akdemir, A., Konakay, G. ve Demirkaya, H. (2014). Y kuşağının kariyer algısı, kariyer değişimi ve liderlik tarzı beklentilerinin araştırılması. Muğlaa Sıtkı Koçman Üniversitesi İktisadi ve İdari Bilimler Fakültesİ Ekonomi ve Yönetim Araştırmaları Dergisi, 2(2).
  • Appbrain. (2017). Number of Android applications. http://www.appbrain.com/stats/number-of-android-apps, Erişim Tarihi: 06/05/2017
  • Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation-confirmation model. MIS quarterly, 351-370.
  • Böhm, S., Böhm, S., Constantine, G. P. ve Constantine, G. P. (2016). Impact of contextuality on mobile learning acceptance: An empirical study based on a language learning app. Interactive Technology and Smart Education, 13(2), 107-122.
  • Burton-Jones, A. ve Hubona, G. S. (2006). The mediation of external variables in the technology acceptance model. Information & Management, 43(6), 706-717.
  • Chen, G., Chang, C. ve Wang, C. (2008). Ubiquitous learning website: Scaffold learners by mobile devices with information-aware techniques. Computers & Education, 50(1), 77-90.
  • Cheon, J., Lee, S., Crooks, S. M. ve Song, J. (2012). An investigation of mobile learning readiness in higher education based on the theory of planned behavior. Computers & Education, 59(3), 1054-1064.
  • Corbeil, J. R. ve Valdes-Corbeil, M. E. (2007). Are you ready for mobile learning? Educause Quarterly, 30(2), 51.
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
  • Fishbein, M. ve Ajzen, I. (1974). Attitudes towards objects as predictors of single and multiple behavioral criteria. Psychological review, 81(1), 59.
  • Fogelgren-Pedersen, A., Jelbo, C. ve Viborg Andersen, K. (2003). The paradox of the mobile internet: Acceptance of gadgets and Rejection of innovations. BLED 2003 Proceedings, 56.
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
  • Gefen, D. ve Straub, D. W. (2000). The relative importance of perceived ease of use in IS adoption: A study of e-commerce adoption. Journal of the Association for Information Systems, 1(1), 8.
  • Goh, T. ve Kinshuk, D. (2004). Getting ready for mobile learning. Paper presented at the EdMedia: World Conference on Educational Media and Technology.
  • Güzelyazıcı, Ö., Dönmez, B., Kurtuluş, G. ve Hacıosmanoğlu, Ö. (2014). Yeni Yüzyıl Üniversitesinde Mobil Öğrenme. Paper presented at the XVI. Akademik Bilişim, Mersin Üniversitesi.
  • Hair, J. F., Anderson, R. E., Babin, B. J. ve Black, W. C. (2010). Multivariate data analysis: A global perspective (Vol. 7): Pearson Upper Saddle River, NJ.
  • Henseler, J., Ringle, C. M. ve Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing New challenges to international marketing (pp. 277-319): Emerald Group Publishing Limited.
  • Hwang, G.-J. ve Chang, H.-F. (2011). A formative assessment-based mobile learning approach to improving the learning attitudes and achievements of students. Computers & Education, 56(4), 1023-1031.
  • Jain, V. ve Viswanathan, V. (2015). Choosing and using mobile apps: A conceptual framework for Generation Y. Journal of Customer Behaviour, 14(4), 295-309.
  • Keleş, H. N. (2011). Y kuşağı çalışanlarının motivasyon profillerinin belirlenmesine yönelik bir araştırma. Organizasyon ve Yönetim Bilimleri Dergisi, 3(2), 129-139.
  • Koç, T. ve Turan, A. H. (2014). Mobil SABİS kabul ve kullanımı: Sakarya Üniversitesinde ampirik bir değerlendirme. Bilgi Ekonomisi ve Yönetimi Dergisi, 9(2), 163-175.
  • Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223.
  • Kupperschmidt, B. R. (2000). Multigeneration employees: strategies for effective management. The health care manager, 19(1), 65 - 76.
  • Nunnally, J. C. (1994). IH Bernstein Psychometric Theory: McGraw-Hill, New York.
  • Nysveen, H., Pedersen, P. E. ve Thorbjørnsen, H. (2005). Intentions to use mobile services: Antecedents and cross-service comparisons. Journal of the academy of marketing science, 33(3), 330-346.
  • Oghuma, A. P., Libaque-Saenz, C. F., Wong, S. F. ve Chang, Y. (2016). An expectation-confirmation model of continuance intention to use mobile instant messaging. Telematics and Informatics, 33(1), 34-47.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 460-469.
  • Parry, E. ve Urwin, P. (2011). Generational differences in work values: A review of theory and evidence. International journal of management reviews, 13(1), 79-96.
  • Peng, W., Kanthawala, S., Yuan, S. ve Hussain, S. A. (2016). A qualitative study of user perceptions of mobile health apps. BMC Public Health, 16(1), 1158.
  • 006). Understanding e-learning continuance intention: An extension of the Technology Acceptance Model. International Journal of Human-Computer Studies, 64(8), 683-696.
  • Rogers, E. M. ve Shoemaker, F. F. (1971). Communication of Innovations; A Cross-Cultural Approach.
  • Shudong, W. ve Higgins, M. (2005). Limitations of mobile phone learning. Paper presented at the Wireless and Mobile Technologies in Education, 2005. WMTE 2005. IEEE International Workshop on.
  • Statista. (2017). Most popular Apple App Store categories in March 2017, by share of available apps.
  • Tang, J.-t. E. ve Chiang, C.-h. (2010). Integrating experiential value of blog use into the expectation-confirmation theory model. Social Behavior and Personality: an international journal, 38(10), 1377-1389.
  • Tarcan, E., Varol, E. S., Kantarci, K. ve Firlar, T. (2012). A Study on Kazakh Academicians' Information Technology Acceptance. Bilig, 62, 205.
  • Torun, Y. ve Çetin, C. (2015). Örgütsel Sinizmin Kuşaklar Bazında Değerlendirilmesi: Kuşaklara Göre Örgütsel Sinizmin Hedefinde Ne Var? İş ve İnsan Dergisi, 2(2), 137-146.
  • Turan, A. H. ve Çolakoğlu, B. E. (2008). Yüksek öğrenimde öğretim elemanlarının teknoloji kabulü ve kullanımı: Adnan Menderes Üniversitesinde ampirik bir değerlendirme. Doğuş Üniversitesi Dergisi, 9(1), 106-121.
  • TÜİK. (2017). Yıllara ve Cinsiyete Göre Ortanca Yaş, Genel Nüfus Sayımları. http://www.tuik.gov.tr/UstMenu.do?metod=temelist, Erişim Tarihi: 03.05.2017
  • Uzkurt, C. (2007). Tüketicilerin Yenilikleri Benimseme Eğilimleri Üzerinde Kişisel Değerlerin Etkisi.
  • Venkatesh, V. ve Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
  • Yang, H. C. (2013). Bon Appétit for apps: young American consumers' acceptance of mobile applications. Journal of Computer Information Systems, 53(3), 85-96.
  • Yeşil, Y. ve Fidan, F. (2017). Türkiye’de Y Kuşağının E-İletişim Kullanımı: Üniversite Öğrencileri Üzerinde Bir Araştırma. Balkan ve Yakın Doğu Sosyal Bilimler Dergisi, 3(1), 100-109.
  • Zarmpou, T., Saprikis, V., Markos, A. ve Vlachopoulou, M. (2012). Modeling users’ acceptance of mobile services. Electronic Commerce Research, 12(2), 225-248.
There are 45 citations in total.

Details

Journal Section Articles
Authors

Başar Altuntaş This is me

Publication Date November 19, 2017
Published in Issue Year 2017 Volume: 6 Issue: 6

Cite

APA Altuntaş, B. (2017). Y Kuşağının Mobil Öğrenme Uygulama Tercihini Etkileyen Faktörlerin İncelenmesi. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 6(6), 89-104. https://doi.org/10.15869/itobiad.356544

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