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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

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  • Ying-Kai Liao

    (Program of International Business, Nanhua University, Chiayi County 62249, Taiwan)

  • Wann-Yih Wu

    (Department of Business Administration, Nanhua University, Chiayi County 62249, Taiwan)

  • Trang Quang Le

    (Department of Business Administration, Nanhua University, Chiayi County 62249, Taiwan
    Faculty of Sport Science, Ton Duc Thang University, Ho Chi Minh City 700000, Vietnam)

  • Thuy Thi Thu Phung

    (Faculty of Sport Science, Ton Duc Thang University, Ho Chi Minh City 700000, Vietnam)

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.

Suggested Citation

  • Ying-Kai Liao & Wann-Yih Wu & Trang Quang Le & Thuy Thi Thu Phung, 2022. "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," Sustainability, MDPI, vol. 14(2), pages 1-16, January.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:2:p:815-:d:722695
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    References listed on IDEAS

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    1. Ali Tarhini & Nalin Asanka Gamagedara Arachchilage & Ra'ed Masa'deh & Muhammad Sharif Abbasi, 2015. "A Critical Review of Theories and Models of Technology Adoption and Acceptance in Information System Research," International Journal of Technology Diffusion (IJTD), IGI Global, vol. 6(4), pages 58-77, October.
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    Cited by:

    1. Yawen Fu & Hui’e Liang, 2022. "Sinicized Exploration of Sustainable Digital Fashion: Chinese Game Players’ Intention to Purchase Traditional Costume Skins," Sustainability, MDPI, vol. 14(13), pages 1-14, June.
    2. Nguyen Thi Thao Ho & Muhammad Ridhuan Tony Lim Abdullah & Hairuzila Bt Idrus & Subarna Sivapalan & Hiep-Hung Pham & Viet-Hung Dinh & Huyen Khanh Pham & Linh Thi My Nguyen, 2023. "Acceptance Toward Coursera MOOCs Blended Learning: A Mixed Methods View of Vietnamese Higher Education Stakeholders," SAGE Open, , vol. 13(4), pages 21582440231, October.
    3. Daniel Y. Park & Hyungsook Kim, 2023. "Determinants of Intentions to Use Digital Mental Healthcare Content among University Students, Faculty, and Staff: Motivation, Perceived Usefulness, Perceived Ease of Use, and Parasocial Interaction w," Sustainability, MDPI, vol. 15(1), pages 1-17, January.

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