New Zealand Journal of Agricultural Research abstracts
Evaluation of learner adoption intention of e-learning in China: a
methodology based on perceived innovative attributes
Zetian Fu1
Jun Yue1,2
Daoliang Li1
Xiaoshuan Zhang1
Lingxian Zhang1,*
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
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