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Cited by 147Technology Adoption and User BehaviourTechnology-Enhanced Education StudiesHealth, Technology, Consumer Behavior

The DOI matches its Crossref record; 89 of the 92 references it cites were found in a registry or an index.

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

Open access
Liao, Ying-Kai, Wu, Wann-Yih, Le, Trang Quang, Phung, Thuy Thi Thu·2022·Sustainability
DOI 10.3390/su14020815
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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.

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  1. Newel, F., and Newell-Lemon, K. (2001). Wireless Rules, McGraw-Hill.
  2. Kwon, 2013, Application of value-based adoption model to analyze saas adoption behavior in korean b2b cloud market, Int. J. Adv. Comput. Technol., 5, 368
  3. Fang, 2016, Consumer heterogeneity, perceived value, and repurchase decision-making in online shopping: The role of gender, age, and shopping motives, J. Electron. Commer. Res., 17, 116

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Metadata

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
ORCID
Venue
Sustainability
Publisher
MDPI AG
Published
2022-01-12
Volume
14
Issue
2
Pages
815
ISSN
2071-1050 (ISSN-L)
DOI
10.3390/su14020815
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
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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