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

by Watjatrakul, B.

Title:

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

Author(s):

Watjatrakul, B.

Issued date:

2016-04

Citation:

Proceedings of the 14th International Conference on e-Society, Algarve, Portugal, April 9-11, pp. 19-27

Abstract:

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 structural equation modelling technique (SEM) to analyze the data gathered from university students. The results indicate that students who are highly open to experience pay attention to monetary value and conditional value of online learning. Students, who perceived online learning as a quality method of learning (quality value), an interesting method of learning (emotional value), and an online learning community (social value), will have good intention to adopt online learning. Interestingly, the results contend that the five values of theory of consumption values are interrelated and contributed to online learning adoption differently. This study provides guidance to universities for planning and developing online courses/programs that will be considered valuable by students who are open to new experience leading to the increment in online learning students. The analysis results and implications for theory and practice are discussed. The paper concludes with the study limitations and directions for future studies.

Keyword(s):

Online learning
Openness to experience
Theory of consumption values
Personality
Technology adoption

Resource type:

Proceeding Paper

Extent:

9 pages

Type:

Text

File type:

application/pdf

Language:

eng

Rights holder(s):

Watjatrakul, B.

URI:

http://repository.au.edu/handle/6623004553/20851
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  • Proceeding Papers [22]


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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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