Reevaluating the UTAUT framework in workforce MOOC adoption

Habiba Akter · Waqas Ahmed

10 citations0/0 files storedJournal of Workplace Learning

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Technology Adoption and User Behaviour Online and Blended Learning Online Learning and Analytics

Abstract

Purpose The unified theory of acceptance and use of technology (UTAUT) model is increasingly accepted as a strong framework for understanding technology adoption behavior. As distance learning programs, particularly Massive Open Online Courses (MOOCs), gain popularity in corporate environments, their potential to increase employees’ skills development has attracted significant interest. In response, this study reevaluates the UTAUT model to investigate relationships between three factors: performance expectancy (PE), social influence (SI) and facilitating conditions (FC), and employees’ behavioral intention (BI) to adopt MOOCs, with gender acting as a moderator in these relationships. Design/methodology/approach This research used a quantitative method with a causal research approach. A cross-sectional survey was conducted to collect data from 285 employees, which was analyzed using partial least squares structural equation modeling to validate the hypothesized model. In addition, multigroup analysis (MGA) was conducted to assess the moderating effect of gender. Findings The results indicate that PE and FC are significant predictors of employees’ BI to use MOOCs, while SI does not significantly impact BI. However, the MGA results show that gender moderates the relationship between SI and BI. Originality/value This study advances literature by integrating MOOC purchase behavior within the UTAUT framework, positioning it within workplace learning rather than academic settings. The emphasis on purchase intention adds a novel behavioral dimension, while inclusion of gendered moderation contributes to inclusivity-driven models of digital adoption. The findings offer actionable insights for organizations aiming to enhance workforce development through digital learning ecosystems.

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1991The theory of planned behavior 2003User Acceptance of Information Technology: Toward A Unified View1 2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 1998Communities of Practice 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2013Sex Differences in Social Behavior 2017Re-examining the Unified Theory of Acceptance and Use of Technology (UTAUT): Towards a Revised Theoretical Model 2012Social Role Theory

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