An extension of the technology acceptance model for online learning environments

ABSTRACT

This study advances the understanding of the process by which students accept and use e-learning environments. This is a key aspect in studying the online behaviour of students, as it directly influences their conduct in their capacity as users of learning products. To address the lack of empirical data on the adoption of this type of learning environment, we present and validate a model of the phenomenon. The study considers the utilitarian aspects included in the technology acceptance model (TAM) and also an aspect of intrinsic motivation for an individual, flow, to enhancing the explanatory power of the models presented.

Based on a sample of 2,574 students, structural equation modelling is used to test the model. We identify the effect of flow on perceived ease of use, perceived usefulness and on the actual usage of the e-learning environment, demonstrating the importance of this factor as a complement to the components of the TAM.

KEYWORDS:

• TAM
• flow
• Internet
• e-learning environments
• structural equation modelling

Acknowledgments

We also gratefully acknowledge the technical support received from the Planning and Assessment Area of the UOC and the valuable comments made by teaching staff from the Economics and Business Studies Department of the UOC.

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Irene Esteban-Millat is an Associate Professor of Marketing at the Open University of Catalonia and at EAE Business School.

Francisco J. Martínez-López is a Professor at the University of Granada and Guest Researcher at the EAE Business School, Barcelona, Spain.

Maria Pujol-Jover is a Lecturer of Marketing at the Open University of Catalonia and Associate Lecturer at the University of Barcelona.

Juan Carlos Gázquez-Abad is an Associate Professor at the University of Almeria and member of the Marketing Group at the Open University of Catalonia.

Alejandro Alegret is a Programme Director and the Coordinator of Marketing at the EAE Business School and member of the Marketing Group at the Open University of Catalonia.

ORCID

Maria Pujol-Jover http://orcid.org/0000-0003-1527-2087

Juan Carlos Gázquez-Abad http://orcid.org/0000-0002-9181-2850

Notes

1 The questionnaire for this study adopts the term “virtual campus” or simply “campus” to refer to the specific e-learning environment, as this is the term used at the UOC and the most commonly used and understood designation among respondents.

Additional information

Funding

The authors would like to express their thanks for financial support from the Ministerio de Economía y Competitividad under the Sub-programme for non-oriented fundamental research projects, Research Project ECO-31712.