The Determinants Of Online Learning Adoption And Continuance: A Cognitive Perspective

The advance in internet and the social demand for improving education have stimulated the rapid growth of on-line learning. At the technical level, the design of on-line learning system is very mature, but it cannot ensure user'adoption and continuance intention. Most failures in online learning services were lack of full understandings of cognition. Therefore, understanding users'cognition is critical to deriving the benefits from online learning service for service provides.Technology Acceptance Model (TAM) from cognitive perspective for studying users' adoption and continuance intention is extended in on-line learning service. The model that four variables (expected performance, cognitive absorption, social influence, self-effectiveness) are added is based on social cognitive theory and Flow Theory. Based on survey data, SPSS and Amos are employed to assess the model. And then we analyze the differences of variables that influence adoption and continuance intention. The result indicates the factors in the two stages are different. Cognitive absorption has a significant effect on perceived usefulness (PU) in the stage of both adoption and continuance; Expected performance has a generally significant effect on PU in the stage of continuance; Social influence has a generally significant effect on PU in the stage of both adoption and continuance; Social influence and self-effectiveness have a significant effect on perceived ease of use (PE) in the stage of adoption.On this basis, the combination of different factors on the sensitivity of users'intentions will be analyzed. And this research provides some references for the service provider.