APPLYING THE TECHNOLOGY ACCEPTANCE MODEL AND FLOW THEORY TO ONLINE E-LEARNING USERS ACCEPTANCE BEHAVIOR

Abstract

Streaming e-Learning systems have become widely available lately.Web-based streaming media, due to its low production cost, are generally the most popular way of providing e-learning services.However, considering the many different media formats (text, graphics, audio, video, and animations) that can be integrated into a streaming e-learning, how should a cost-effective streaming media system be implemented in the web?This study proposes an integrated theoretical framework for users' acceptance behavior on web-based streaming e-learning.This study considers the e-Learning systems user as both a system user and a learner.Constructs from information systems (Technology Acceptance Model) and Human Behavior and Psychology (Flow Theory) are tested in an integrated theoretical framework of online e-learning users' acceptance behavior.The data collected from our experiment show significant evidence in support of our hypothesis.The analytical results confirm the dual identity of the online elearning user as a system user and a learner, since both the flow and the perceived usefulness of the e-learning system strongly predict intention to continue using e-learning.The study provides a more rounded, albeit partial, view of the online e-Learning user and significantly improves understanding of e-learning user acceptance behavior on the Web.The validated metrics should be valuable to both researchers and practitioners.

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