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

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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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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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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: Liao, Ying-Kai
Wu, Wann-Yih
Le, Trang Quang
Phung, Thuy Thi Thu
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: gold
doi.org
Licence: cc-by
creativecommons.org/licenses/by/4.0/ (vor)
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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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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