New Zealand Journal of Agricultural Research abstracts

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Evaluation of learner adoption intention of e-learning in China: a methodology based on perceived innovative attributes

Zetian Fu¹

Jun Yue^1,2

Daoliang Li¹

Xiaoshuan Zhang¹

Lingxian Zhang^1,*

Yajie Gao³

¹College of Information & Electrical Engineering
China Agricultural University
PO Box 209
17 Qinghua Donglu
Haidian District
Beijing 100083, China

²College of Management
Ludong University
Yantai 264006, China

³Financial Times
Suite 1525
Tower B
Nan Xin Cang
No. 22 Dong Si Shi Tiao
Dong Cheng District
Beijing 100007, China

^*Author for correspondence: zlx131@163.com

Abstract    E-learning, as an innovative and alternative way of distance learning, provides a strong challenge to traditional learning with its unique advantage. This paper, on the diffusion of e-learning adoption in China, investigates people’s perceptions and attitudes toward adopting e-learning, and explores the factors affecting the e-learning adoption behaviour from an innovation adoption perspective. Based on the model of Rogers’ innovation adoption theory, every factor of perceived innovative attributes influencing the individual adoption behaviour, namely perceived relative advantage, perceived compatibility, perceived trialability, and perceived observability, will be analysed to test the relationship between the perceived innovative attributes and adoption intention of e-learning. The result shows that the four perceived innovative attributes do have certain influences on people’s adoption of e-learning.

Keywords    adoption behaviour; adoption intention; e-learning; innovation adoption theory; perceived innovation attributes

A07068; Online publication date 4 December 2007; Received and accepted 10 August 2007

New Zealand Journal of Agricultural Research, 2007, Vol. 50: 609–615
0028–8233/07/5005–0609 © The Royal Society of New Zealand 2007

PDF file of entire paper: Print-quality (707K) | screen-quality (357K)

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