![]() It's interesting to think of usefulness-oriented research and hedonic research as two ends of a spectrum. In the HMSAM model, the authors have replaced van der Heijden's joy with a psychological term called cognitive absorption (very similar to the idea of intrinsic motivation), and then broke that concept down into its constituent components. I like it because it is more nuanced and has more practical levers that can be applied for ESN adoption. The model I prefer is the one referenced in the title above, proposed by Lowry et al in 2013. It was actually an extension of the TAM model that I covered in a previous post, extending it to argue that in addition to usefulness and ease of use, joy is also a factor in how likely someone is to adopt a new technology. It took a while for academic research to catch up with trends in the marketplace, so one of the first significant papers in this field was van der Heijden's work, published in 2004. But with the advent of PCs, gaming systems, and wireless internet, products with hedonic attraction are now extremely big business. This makes perfect sense because when the only hardware you have is a multi-million dollar mainframe, there's not a lot of opportunity for creating widespread adoption of software that was designed purely for fun. If you have been reading these posts in the sequence I wrote them, you'll notice that most of the research on technology adoption from the 1960s to the 1990s focused on how useful and productive an IT system was for its users. "Hedonic" is simply a fancy academic way of saying "pleasant," so hedonic systems are ones where adoption takes place primarily because the tool is enjoyable to use. This model is a real mouthful to say but a pretty simple and important concept, one that is often not considered when looking for ways to improve ESN adoption. Note: If you aren't sure what this post or series is about, check out my introductory post explaining it. Findings provide a reference for the future UTAUT2 and mobile learning related studies.Google Scholar hits: 395 for "hedonic-motivation system adoption" and 2,390 hits for the more generic "hedonic theory" From the perspective of universities, the study posits that consistent usage of mobile learning could be encouraged through processes to nurture students' habits when using mobile learning system as a tool to complete tasks. The study revealed that habits have the most influence on accounting students' intention to adopt mobile learning through an investigation of technology acceptance in the domain of mobile learning. The study was anchored in the unified theory of acceptance and use of technology 2 (UTAUT2) (Venkatesh, Thong & Xu, 2012), which has been employed by researchers in various research areas such as mobile payments, e-learning, mobile banking, and online shopping. The participants of this study were 358 accounting students of public universities in Malaysia. Therefore, this study set out to identify the factors affecting accounting students' behavioural intention (BI) to accept mobile learning. However, the readiness of accounting students to engage in such learning appears to be weaker than in other disciplines. Mobile learning has become a common experience in higher education and in the professional workforce.
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