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Title:
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AN EXTENSION OF THE TAM MODEL FOR VIRTUAL LEARNING ENVIRONMENTS FROM A CONSUMER PERSPECTIVE |
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Author(s):
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Irene Esteban-Millat, Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Rubén Huertas-García |
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ISBN:
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978-972-8939-76-2 |
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Editors:
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Gunilla Bradley, Diane Whitehouse and Angela Lin |
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Year:
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2012 |
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Edition:
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Single |
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Keywords:
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Flow, Technology Acceptance Model (TAM), Internet, virtual learning environments, structural equation modelling |
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Type:
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Short Paper |
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First Page:
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91 |
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Last Page:
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95 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This study advances the understanding of the process by which consumers accept and use virtual learning environments. This is a key aspect of the study of online consumer behaviour, as it directly influences students behaviour in their capacity as consumers of learning products. To this end, this paper presents and validates, for the first time, a model of this phenomenon from a consumer behaviour perspective. It follows a line of research that not only considers the utilitarian aspects included in the Technology Acceptance Model (TAM) for studying the adoption of the Internet and, in particular, of virtual environments, but also aspects of intrinsic motivation for an individual, such as flow, with a view to enhancing the explanatory power of the presented models. |
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