Perceived Values and Their Effects on Intention to Adopt Online Learning
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Abstract
The concept of perceived value and its effect on technology adoption has received much attention in information systems literature. The value dimensions of theory of consumption value, however, has less focus among IS researchers. The study applies the theory’s value dimensions-functional (quality and monetary values), emotional, social, epistemic, and conditional values to understand their interrelationships and effects on students’ intentions to adopt online learning. The structural equation modelling analysis technique is used to investigate the research model. The results show that conditional value plays an important role to influence students’ intentions to adopt online learning through other values. Emotional and social values have direct effects on intention to adopt online learning. The study extends the knowledge on technology adoption and provides guidance for universities to improve their online learning services to be more valuable perceived by students. The paper discusses the study results, implications for theory and practice, limitations of the study, and direction for future studies.
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