On-line learning adoption intention: Comparing the predictive power of two competing models

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Research and Development in Higher Education Vol. 27: Transforming Knowledge into Wisdom Holistic Approaches to Teaching and Learning

July, 2004, 359 pages
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ISBN
0 90 8557 58 2
Abstract 

Adopting the Theory of Planned Behaviour (TPB) and the Technology Acceptance Model (TAM), the paper tries to compare the predictive power of the two competing models. Organisational investments in information technologies have increased significantly in the past two decades. These investments specifically aim to increase individual productivity and thus, contribute to organisational productivity. In Malaysia, a number of educational institutions are experimenting with e-learning. Given the need to understand more clearly the social, individual, technological, and attitudinal antecedents of adoption intention, the theory of planned behaviour and the technology acceptance model were compared. TAM conceptualises that two belief elements, perceived usefulness and perceived ease of use, are important determinants of technology usage intentions and in turn usage behaviour. TPB defines relationships among beliefs, attitude toward a behaviour, subjective norm, perceived behavioural control, behavioural intention, and behaviour. In this study, TPB and TAM were applied to explain user’s intention to adopt electronic mode of learning.

A total of 300 students who were introduced to e-learning were surveyed after a few months of exposure to the system. The purposive sampling method was used to select the participants. Multiple Regression Analysis has been used to determine the key influences on behavioural intention. It was found that both TAM and TPB predict e-learning adoption intention well, although the predictive power of TAM is more robust than TPB. Research findings are discussed.

Keywords: Technology Acceptance Model; Theory of Planned Behaviour; E-learning; Malaysia.