Using mobile technology acceptance model to explore the satisfaction and continuous use of live streaming for training

ABSTRACT

During the digital era and especially the COVID-19 pandemic, live streaming emerged as a vital component of mobile learning and training. This study sought to determine whether the social presence and interactivity experienced by learners using live digital platforms could enhance their learning outcomes, satisfaction, and propensity for ongoing use.Leveraging the mobile technology acceptance model as its research framework, this study integrated interactivity and social presence as external variables. The aim was to uncover how these variables impact user satisfaction and continued use, while also exploring the mediating role of learning effectiveness in driving continued use.

A live streaming system designed for mobile training was tested among 67 employees in a pilot study. The results demonstrated that:(1)Ease of use positively impacted perceptions of mobile usefulness.(2)Mobile usefulness, interactivity, and social presence had a positive effect on satisfaction, yet ease of use didn't significantly influence satisfaction.(3)Interactivity enhanced social presence.(4)Satisfaction was a key driver of continued use, with learning effectiveness acting as a partial mediator between them. The findings from this research can guide businesses looking to utilize live streaming for training purposes and serve as a reference for academic research in similar areas.

KEYWORDS:

• Transformation of learning
• mobile learning
• mobile technology acceptance model
• interactivity
• social presence

Disclosure statement

No potential conflict of interest was reported by the author(s).