Paper #3

E-mobile Acceptance Using Unified Theory of Acceptance and Use of Technology (UTAUT): Research on Universities in Jordan

Saleem Issa Al-Zoubi and Maaruf Ali

Abstract: An investigation into the variables that have a bearing on the acceptance of D-learning (Digital-learning) services such as E-learning and M-learning, in Jordanian universities is presented. This is followed with a discussion on modernising M-learning with emerging technologies. The study fuses the Unified Theory of Acceptance and Use of Technology (“UTAUT”) model with the cultural paradigm and educational variables. 100 valid questionnaires distributed to random Jordanian students in two cities were used to collect the primary data. The IBM SPSS® (Statistical Package for the Social Sciences) software platform was used to analyse the data. The validity of the overall model was proven statistically with an acceptable fit of the data to the measurement model. The findings show that the factor with the highest direct effect on “Intention to use M-learning” is the “Attitude toward using M-learning”. Whilst the factor with the highest indirect effect on “Intention to use M-learning” is “Compatibility”. The conclusions are that the: cultural factor has a significant and positive impact on the “perceived usefulness” and “perceived ease of use”. “Perceived usefulness” and “perceived ease of use” have the greater impact on the “customers’ attitude”, which consequently influences the students’ “intention to use M-learning services”. The findings also indicate that educational variables such as the attainment value, self-management of learning and the perceived enjoyment significantly affected M-learning adoption intention. Emerging technologies such as the Cloud, AI (Artificial Intelligence) and the Blockchain and how they may be utilised to enhance the delivery of M-learning is discussed throughout the paper.

Keywords: Unified Theory of Acceptance and Use of Technology Model; UTAUT; D-learning; Mobile Learning Services; Mobile Learning; M-learning; Culture; E-learning.