An Analysis Of The Acceptance Of The Online Training Of Ali College Based On The Technology Acceptance Model

E-learning is emerging as a popular way of teaching and learning in recent years with the rapid development of information technology and the Internet. Ali College,established by Alibaba Group-the big family of B2B, B2C and C2C e-business platforms both in domestic China and internationally, has implemented E-learning for its users to popularize e-commerce knowledge and skills. In order to examine the factors influencing users’acceptance of Ali College’s E-learning platform, the research model is established based on Technology Acceptance Model. The acceptance level is measured by behavioral intention to use (BI), and constructs including perceived usefulness (PU), perceived ease of use (PEOU), attitude (A), voluntariness (V) and experience (E) from TAM and TAM2are taken in the model as independent variables, with two other specific variables in this case, self-efficacy (SE) and media richness (MR) added. Based on the87responses to the survey designed, multiple linear regression is conducted to show that behavioral intention to use the E-learning is significantly and positively affected by self-efficacy, perceived usefulness, media richness and experience, while perceived ease of use, attitude and voluntariness do not have a significant effect on behavioral intention. This study provides empirical analysis to support the results and recommendations for managers to better design and implements the E-learning courses to attract and maintain users, which are meaningful not only to Ali College but can also be extended to the E-learning industry.