Document Type

Conference Paper

Department/Unit

Department of Marketing

Title

E-learning system implementation: Implications from the construal level theory

Language

English

Abstract

Understanding the factors that affect users’ acceptance of e-learning systems is critical for the success of adopting an e-learning system. Drawing upon the Construal Level Theory and the Technology Acceptance Model, we propose that the users’ construal level of the e-learning system would interact with users’ perceptions of the system (i.e., the perceived ease of use [PEoU] and perceived usefulness [PU]) and affect their attitude toward using the system and hence usage intention. A lower construal level would strengthen the effect of PU on the respondents’ attitude toward using the system. By contrast, a higher construal level would strengthen the effect of PEoU on attitude using the system. Data collected from 131 subjects in a laboratory experiment support our research model. Theoretical contributions and implications of this research are discussed.

Keywords

E-learning system implementation, Construal Level Theory, Technology Acceptance Model, Perceived usefulness, Perceived ease of use

Publication Date

6-2013

Source Publication Title

PACIS 2013 Proceedings

Start Page

243

Conference Location

Jeju Island, Korea

Publisher

Pacific Asia Conference on Information Systems (PACIS)

Peer Reviewed

1

Link to Publisher's Edition

http://aisel.aisnet.org/pacis2013/243

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