Exploring Factors Influencing Technology Adoption among Generation Y: A Study of MOOC Users
The primary objective of this study is to investigate the factors affecting customers’ intention and usage of MOOC (Massive Open Online Course) in generation Y based on the UTAUT 2 (Unified Theory of Acceptance and Use of Technology 2). The paper opted for a quantitative method involving 150 MOOC (S...
| Main Authors: | , |
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| Format: | Article |
| Language: | Indonesian |
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Universitas Merdeka Malang
2023-06-01
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| Series: | Jurnal Manajemen Dan Kewirausahaan |
| Subjects: | |
| Online Access: | https://jurnal.unmer.ac.id/index.php/jmdk/article/view/10202 |
| Summary: | The primary objective of this study is to investigate the factors affecting customers’ intention and usage of MOOC (Massive Open Online Course) in generation Y based on the UTAUT 2 (Unified Theory of Acceptance and Use of Technology 2). The paper opted for a quantitative method involving 150 MOOC (Skill Academy and My Skill) users collected by spreading an online questionnaire through social media. The data analysis method used is PLS-SEM. The results show that performance expectations, effort expectations, social influence, facilitating conditions, price values, and habitss have a positive influence on behavioral intention. However, hedonic motivation does not appear to have a significant effect on behavioral intention. Then behavioral intention has a significantly positive influence on usage behavior |
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| ISSN: | 2301-9093 2540-8259 |