MOBILE LEARNING: PREDICTION OF USER BEHAVIOR BY MEANS OF THE THEORY OF REASONED ACTION pp. 213-225
Authors: Yu-Ru Lin, Dep. of Marketing and Logistics Management, Yu Da College of Business, Yi Fen Chen, Dep. of International Trade, Chung Yuan Christian Univ., and Shu-Ting Chuang, Dep. of Business Administration, The Overseas Chinese Inst. of Technology
Abstract: This study empirically examines consumer acceptance of Mobile learning (Mlearning) by proposing and extending the theory of reasoned action (TRA) including the variable of social influences. To account for social influences, this research adds three factors, i.e., family members, friends and experts, which enhance the explanatory power of the model. An online survey was conducted to collect data. A total of 313 undergraduate and graduate students in two Taiwan universities answered the questionnaire. The constructs measure using existing scales were adopted for this research. Structural equation modeling was employed to examine the fit of the data with the model by using LISREL software. The results of the data analysis show that the data fit the TRA model well. Furthermore, consumers hold positive attitudes for M-learning, viewing M-learning as an efficient tool. Specifically, the results show that social influences have great impacts on user acceptance and that the roles of family members, friends and experts can predict user intentions of using M-learning. The model enhances the understanding of consumers’ motivation of using M-learning. This understanding can aid the efforts in promoting M-learning.