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

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.