An Empirical Study to Explore the Adoption of E-Learning Social Media Platform in Taiwan: An Integrated Conceptual Adoption Framework Based on Technology Acceptance Model and Technology Threat Avoidance Theory

Mei-Hui Peng and Hsin-Ginn Hwang
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Mei-Hui Peng: Institute of Information Management, National Yang Ming Chiao Tung University, Hsinchu 300, Taiwan
Hsin-Ginn Hwang: Institute of Information Management, National Yang Ming Chiao Tung University, Hsinchu 300, Taiwan

Sustainability, 2021, vol. 13, issue 17, 1-14

Abstract: Currently, social media is ubiquitous and essential for social networking and content sharing. It is an effective platform for teaching and learning in higher education and provides a novel way to communicate between instructors and pupils. Thus, the purpose of this study was to present a research framework to examine students’ motivation to adopt an e-learning system with social medial platforms. This cross-sectional study used the questionnaire to collect data from the students in Taiwan. A framework has examined students’ motivation to adopt an e-learning system with social medial platforms based on the modified technology acceptance model (TAM) and technology threat avoidance theory (TTAT). The research framework was evaluated by structural equation modeling (SEM) and represented by Smart-PLS. A total of 262 valid responses were used for statistical analysis. The results recommended modified research model explains 77.0% of the variance of motivation to adopt (R 2 = 0.77). The findings also supported perceived usefulness, perceived ease of use, perceived cost, perceived effectiveness, and self-efficacy significantly influenced students’ motivation to use. Results also indicated threat appraisal, perceived susceptibility, and perceived severity are not significant factors for predicting students’ motivation to adopt e-learning in higher education.

Keywords: social media; TTAT (technology threat avoidance theory); e-learning (electronic learning); sustainable (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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