ISEM 3120 Seminar in ISEM 2014-2015 Semester Chuk Cheuk Ka 1220456 0 Lau Ming Sze 1220240 1 Ng Ka Fan 1220296 7 Tsoi Chak Fei 1420499 1 Wan Chun Kit 1220303 3 Wong Tsun Lam 1221049 8
Dec 21, 2015
ISEM 3120Seminar in ISEM
2014-2015 Semester
Chuk Cheuk Ka 12204560
Lau Ming Sze 12202401
Ng Ka Fan 12202967
Tsoi Chak Fei 14204991
Wan Chun Kit 12203033
Wong Tsun Lam 12210498
1.1 BackgroundResearch case:
Explaining and predicting users’ continuance intention toward e-learning: An extension of the expectation–confirmation model
1.1 Background
Lee M.C. (2010), Explaining and predicting users’ continuance intention toward e-learning: An extension of the
expectation-confirmation model, Computers & Education 54, 506-516
1.2 Definitions & Concepts
Definitions
E-learning is the use of electronic media,
educational technology and information
and communication technologies (ICT) in
education.
In this article, author focus on the web-
based e-learning program
1.2 Definitions & Concept
Concept
The intention to continue using e-
Learning system is still very low
Understanding the factors affecting
customers’ intention to continue using
e-learning can:
1. Assist e-learning developers in
designing popular contents
2. Help teachers and vendors design
strategies that are more likely to
increase the use of e-learning.
1.4 RationaleProblems of Previous Research
Employs inadequate factors which
affect the intentions
It did not show what attitude beliefs
would affect user’s attitude towards
e-learning
The flow theory can capture the
elements of motivation
Bridge the EXISTING GAP between
acceptance and continuance streams
2.1 ModelResearch model and hypotheses based on
Expectation–confirmation model (ECM)
Technology acceptance model (TAM)
Theory of planned behavior
Flow theory
2.1 Model
Technology acceptance
model (TAM)
Two particular belief
• Perceived usefulness
• perceived ease of use
2.1 ModelTheory of planned behavior
Based on theory of reasoned action(TRA)Behavioral attitude and subjective norm affect behavioral intention and actual behavior
Flow theory
Three constructs• Perceived
Enjoyment• Perceived Control• Concentration
Perceived control is similar to the perceived behavioral control in TPB
2.1 Model
2.2. Questionnaire
1. Construct in research model
Seven-point Likert scale
2. Demographic questions
about participants
2.2. Questionnaire
Measuring factor
Perceived usefulness and ease of use (Davis
1989)
Subject norm, perceived behavior control and
attitude (Taylor and Todd 1995)
Perceived enjoyment and concentration (Moon
and Kim 2001)
Continuance intention, satisfaction and
confirmation (Bhattachjee 2001)
2.2. Questionnaire
Factor to test corresponding modelExpectation-confirmation model (ECM)
Confirmation, Perceived usefulness, Satisfaction and Continuance Intention
The technology acceptance model (TAM)Perceived usefulness, Perceived ease of use, Attitude and Continuance Intention
Theory of planned behavior (TPB)Continuance Intention, Attitude, Subject norm and Perceived behavior control
Flow experience and user acceptance of e-learning (Flow)Perceived enjoyment and Concentration
2.3 Sampling Techniques & Statistical Methods
Research Methodology
Questionnaire development
Pilot Test
Sample Plan & Data Collection
2.3 Sampling Techniques & Statistical Methods
Questionnaire Sent to three academic experts on e-
learning for reviews
Pilot Test Conducted 150 convenient
sampling
Sample Plan & Data Collection Took study samples from 12 class
section Distributed 487 surveys to
individuals who at least took one course offered by the e-learning service
ALL ARE NON-PROBABILITY SAMPLING TECHNIQUES
2.3 Sampling Techniques & Statistical Methods
QUESTIONNAIRE & SAMPLE PLAN
Non-probability
Only select a group of people to do
the sample
Do not require generalization
Convenient accessibility
Rating: “ disagree strongly” or
“agree strongly”
Purposive
2.3 Sampling Techniques & Statistical Methods
PILOT TEST
Non-Probability
Convenience Sampling
Select haphazardly
Cases are easier to obtain
2.3 Sampling Techniques & Statistical Methods
PILOT TEST Cronbach’s alpha set: 0.7
SAMPLE PLAN & DATA COLLECTION Student’s t-test: to test differences
between two means when there are only two samples
ANOVA: the analysis of variance when there are more than two groups
Mean Scores: p>0.05
3. Findings
Used two-step procedure suggested by Anderson
and Gering(1998)
1. Examine the measurement model
2. Examine the structural model
3. Findings
Examine the measurement model
Based on the three criteria suggested by
Fornell and Larcker(1981)
1. All indicator factor loadings (k) should be
significant and exceed 0.5.
2. Construct reliabilities should exceed 0.8.
3. Average variance extracted (AVE) by each
construct should exceed the variance
due to measurement error for the
construct
3. FindingsExamine the structural model
The good fit index, comparative fit index,
normed fit index and relative fit index is
greater than 0.9
Indicates a good model fit
Root mean square error of approximation is
0.05
Indicates the model is acceptable
3. Findings
Interpretation
The research model had an R-square of 80% for
continued intention to use e-learning
An R-square of 65% for satisfaction
65% for attitude toward continued intention
The extended ECM model is capable of
explaining a relatively high proportion of
variation of continued intention to use e-
learning
4.1 Limitations
1. Short-term study of users’ behavior
Cannot show how the users and the
relationships among variables change over
time2. Independent and dependent
variables from the same respondents
Concerns about common method bias3. Gender distribution was not
symmetric
Gender difference leads to difference in
results findings
4.2 Further Research
Wider Range of Research
Only focus on web-based program
Other ways like TV, CD-ROM are also
kinds of e-learning
Can show different relationships
Gender Distribution
Examine the moderating effect of gender
difference
Considering Other External Factors
the technology or user characteristics
constructs
Understanding more about users’ continuance
intention to use