Department of Marketing
E-learning system implementation: Implications from the construal level theory
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.
E-learning system implementation, Construal Level Theory, Technology Acceptance Model, Perceived usefulness, Perceived ease of use
Source Publication Title
PACIS 2013 Proceedings
Jeju Island, Korea
Pacific Asia Conference on Information Systems (PACIS)
Link to Publisher's Edition
Ho, Ka Yan, Weiling Ke, and Hefu Liu. "E-learning system implementation: Implications from the construal level theory." PACIS 2013 Proceedings (2013): 243.