Elearningadoptionconceptualframework Final

A conceptual framework for eLearning adoption: The link between the characteristics

eLearning and the characteristics of adopters

James Kariuki Njenga

Louis C H Fourie

Department of Information Systems

Layout

• Introduction

• eLearning characteristics

• Characteristics of eLearning adopters

• Conceptual framework for eLearning adoption

• Ongoing research

Introduction

Adapted from Rogers(2003), Diffusion of Innovation process

Introduction

• The theories of adoption of innovations are applicable to eLearning adoption– Diffusion of Innovation theory– Theory of Reasoned Action– Theory of Planned Behaviour– Technology Acceptance Model– Social cognitive theory– System Dynamic Models

eLearning Characteristics

1. Relative advantage– Perceived benefits of eLearning (reliability,

effectiveness, cost saving etc)– Perceived superiority over preceding modes

of teaching and learning– Though, even where relative advantages are

apparent, they don’t always lead to adoption

eLearning Characteristics…

2. Complexity– What is the amount of efforts required to

learn and use eLearning after the initial awareness?

• New tools, competencies, learner support

– If the learning process is broken into manageable units for incremental learning, can this managed the perceived complexity of eLearning use?


3. Compatibility– Consistency with the status quo (values,

norms, habits, lifestyle, needs).– Measured against the relative advantage of

eLearning. If the cost of incompatibility of eLearning is higher than its relative advantage, adoption is unlikely.

– Can we challenge the status quo?


4. Observability– In terms of observable benefits that are

accrued from the results of using eLearning– Most educational products have very limited

observable results in the immediate future– Use of examples from successful projects

elsewhere: contextual difference is an issue


5. Trialability– Extent at which users can try the aspects of

eLearning – use of “free samples” or “trial versions” or “pilot projects”

– eLearning being a service oriented innovation, the extent of trialability might be limited to just the technological products.

eLearning adopters’ characteristics

• Attitudes toward eLearning– Arising from an individual’s appraisal of the

desirability of consequences of using eLearning – favourable or unfavourable

– An individual’s attitude towards eLearning will have a significant influence on the individual’s adoption of eLearning; Where that attitude towards eLearning is positive, there will be positive influence and vice versa.

Adopters’ characteristics…

• Personal innovativeness– The extent to which individuals are willing to

use new or improved ideas, concepts, products or services.

– Personal innovativeness will have positive influence on the decision to adopt eLearning


• Need for innovativeness need– Is the purposive behaviour directed toward

originality or use, initiation, development or acceptance of new ideas, concepts, products or services.

– Can be intrinsic (from an individual) or intrinsic (occasioned by availability of external reward systems)

– Influenced by personal satisfaction or gratification or expectance of positive outcomes


• Need for Innovativeness….– individual’s personal satisfaction or

gratification on eLearning use will have a positive influence on the individual’s eLearning adoption decision.

– Individual’s personal outcome expectations on using eLearning will have a positive and significant influence on the individual’s eLearning adoption decision.


• Communication behaviour– An individual’s exposure to, receipt of, and type of

information and media used to relay or transmit information about eLearning.

– Interpersonal communication about eLearning will be related to higher adoption rates of eLearning.

– An individual exposure to others engaging in eLearning within higher education will have a positive influence on the individual’s adoption decision.

Adopters’ characteristics…• Prior Experience

– An individual’s past knowledge (favourable or unfavourable) about eLearning through interactions with its proponents or similar innovations.

– An individual’s prior experience with teaching and learning technologies will have a significant effect on the individual’s eLearning adoption decision: where the prior experience was good or satisfactory the influence will be positive, and where the experience was negative the influence will be negative.

Framework for eLearning adoption

Fit between individual and eLearning

Individual Individual-eLearning fit eLearning

• Attitudes toward eLearning

• Innovativeness• Innovativeness

need and motivation

• Communication behaviour

• Prior Experience

• Individual’s knowledge about eLearning

• Individual’s preferences and lifestyle on using eLearning and related innovation

• Individual’s perceived need or necessity to use eLearning

• Individual’s abilities and constraints in using eLearning

• eLearning functionalities of importance to an individual

• Individual’s satisfaction and gratification in using eLearning

• Applications• Functionalities• Interactivity• Availability• Response time• Relative advantage• Complexity• Compatibility• Trialability• Demonstratability

Individual eLearning fit: Example 1

• Pi Ei where Pi is individual’s knowledge about eLearning, Ei is individual’s experience in using eLearning or similar innovation, and denotes the fit. If the fit is strong, there will be a higher likelihood of eLearning adoption;


• PciEci where Pci are the different personal characteristics, Eci are the characteristics of the different eLearning applications and processes, and represents the fit. If say an Individual’s lifestyle and attitude have a fit to the characteristics of eLearning (for instance functionality, complexity), then this has a positive influence on eLearning adoption;


• EciPci, that is, if there is a fit between eLearning characteristics and the individual characteristics; this will tend to positively influence the individual’s adoption of eLearning.

Ongoing research

Questions

???

Thank you

James Kariuki Njenga


University of the Western Cape,

[email protected], [email protected]

http://elearningfundi.blogspot.com

http://www.elearningfundi.net

Louis CH Fourie


University of the Western Cape,

[email protected]

Elearningadoptionconceptualframework Final

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