Choice decision of e-learning system: Implications from construal level theory

This study investigates user acceptance of a new e-learning system when users can choose between the old and the new systems. Drawing upon construal level theory and technology acceptance model, this study proposes that users’ construal level of an e-learning system interacts with their perceptions of the system (i.e., PEoU and PU) and affects their adoption intention. Data collected from 131 participants in a laboratory experiment show that a higher construal level strengthened the effect of PEoU but mitigated the effect of PU on participants’ attitude toward using the system, thus affecting adoption intention. Theoretical contributions and implications are discussed. 2014 Elsevier B.V. All rights reserved. * Corresponding author at: University of Science and Technology of China, School of Management, 96 Jinzhai Road, Hefei, Anhui, China. Tel.: +86 551 63606822; fax: +86 551 63600025. E-mail addresses: [email protected] (Candy K.Y. Ho), [email protected] (W. Ke), [email protected] (H. Liu).