INVESTIGATING THE ADOPTION OF AN INNOVATION USING AN EXTENDED UTAUT MODEL: THE CASE OF MOBILE LEARNING TECHNOLOGY

ABSTRACT

Covid-19 pandemic is unleashing unprecedented digital revolution in educational systems, making mobileenabled learning is unavoidable alternative option, especially in developing countries whereby university students have no option but to use smartphones for learning as desktop and laptop computers are becoming less popular at homes. To achieve the objectives of this study, this study extends the UTAUT model by incorporating three different mechanisms to enhance the UTAUT environment to investigate mobile learning adoption and enrich both theory and practice. The UTAUT theory was extended by incorporating three exogenous variables (perceived compatibility, perceived image, and perceived mobile anxiety), the endogenous variable of perceived innovativeness, and service quality as a moderator. The empirical data was collected using a survey questionnaire administered to higher education students in Jordan. The proposed research model was tested with the use of WarpPLS using 202 useable questionnaires. The results demonstrate that all hypotheses were found statistically significant, indicating that all variables included in this study play an important role in affecting the adoption process of mobile learning. The findings reveal that the research model explains 53% of the variance in the intention to adopt mobile learning. Theoretical contributions and practical implications are discussed. © 2022 Little Lion Scientific.