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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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.
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Chen et al. and Liao et al. used TAM to assess educators' acceptance of AI-driven educational tools, emphasizing the role of perceived usefulness in shaping positive attitudes and perceptions.
“Chen et al. [11] and Liao et al. [28] used TAM to assess educators' acceptance of AI-driven educational tools, emphasizing the role of perceived usefulness in shaping positive attitudes and perceptions.”
From Modeling teachers’ acceptance of generative artificial intelligence use in higher education: the role of AI literacy, intelligent TPACK, and perceived trust (2024) · cites this paper as [28]
An inverse correlation exists between perceived risks and perceived value when predicting technology use intention.
“A growing body of research supports the notion that an inverse correlation exists between perceived risks and perceived value when predicting technology use intention [28,29,30,36,43]”
From ChatGPT in Learning: Assessing Students’ Use Intentions through the Lens of Perceived Value and the Influence of AI Literacy (2024) · cites this paper as [29]
The degree of perceived fees has a notable influence on customers' perceived value.
“Research indicates that the degree of perceived fees has a notable influence on customers’ perceived value [29,43,45,46,47].”
From ChatGPT in Learning: Assessing Students’ Use Intentions through the Lens of Perceived Value and the Influence of AI Literacy (2024) · cites this paper as [29]
In adopting an e-learning system, perceived value is strongly predicted by perceived usefulness.
“Likewise, Liao et al. [29] confirmed that, in adopting an e-learning system, perceived value is strongly predicted by perceived usefulness.”
From ChatGPT in Learning: Assessing Students’ Use Intentions through the Lens of Perceived Value and the Influence of AI Literacy (2024) · cites this paper as [29]
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- Authors
- Liao, Y.-K., Wu, W.-Y., Le, T. Q., & Phung, T. T. T.
- Affiliations
- Nanhua University (TW)
- Ton Duc Thang University (VN)
- Corresponding author
- Le, Trang Quang
- Venue
- Sustainability
- Publisher
- MDPI AG
- Published
- 2022-01-12
- Volume
- 14
- Issue
- 2
- Pages
- 815
- ISSN
- 2071-1050 (ISSN-L)
- OpenAlex
- W4205109486
- Cited by
- 123
- References
- 92
- Citations by year
- 2026: 24 · 2025: 33 · 2024: 37 · 2023: 23 · 2022: 6
- FWCI
- 20.71
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Sustainability (publishedVersion, cc-by)
- RePEc: Research Papers in Economics (submittedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Education › Technology-Enhanced Education Studies
- Health Sciences › Health Professions › Health Information Management › Health, Technology, Consumer Behavior
- Keywords
- e-learning adoption, technology acceptance model, value-based adoption model, e-word-of-mouth, perceived value, consumer attitudes, purchase intention, perceived cost, moderating effect, social networks
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