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    Exploring the Effects of Openness to Experience and Theory of Consumption Values on Online Learning Adoption 

    Watjatrakul, B. (2016-04)

    Personality traits and perceived product values are increasingly used to explain how people adopt innovative technologies. However, their relationships and effects on online learning adoption are ill-defined. This study investigates one of the common personality trait - openness to experience - and the value dimensions of theory of consumption values - functional (quality and monetary) value, social value, emotional value, epistemic value, and conditional value - to understand students’ intentions to adopt online learning. The study used a ...