Elearningadoptionconceptualframework Final

Slide 1: 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

Slide 2: Layout • Introduction • eLearning characteristics • Characteristics of eLearning adopters • Conceptual framework for eLearning adoption • Ongoing research

Slide 3: Introduction Adapted from Rogers(2003), Diffusion of Innovation process

Slide 4: 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

Slide 5: 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

Slide 6: eLearning Characteristics… 1. 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?

Slide 7: eLearning Characteristics… 1. 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?

Slide 8: eLearning Characteristics… 1. 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

Slide 9: eLearning Characteristics… 1. 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.

Slide 10: 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.

Slide 11: 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

Slide 12: Adopters’ characteristics… • 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

Slide 13: Adopters’ characteristics… • 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.

Slide 14: Adopters’ characteristics… • 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.

Slide 15: 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.

Slide 16: Framework for eLearning adoption

Slide 17: Fit between individual and eLearning Individual Individual-eLearning fit eLearning • Attitudes toward • Individual’s knowledge • Applications eLearning about eLearning • Functionalities • Innovativeness • Individual’s preferences and • Interactivity • Innovativeness lifestyle on using eLearning • Availability need and and related innovation • Response time motivation • Individual’s perceived need • Relative advantage • Communication or necessity to use • Complexity behaviour eLearning • Compatibility • Prior Experience • Individual’s abilities and • Trialability constraints in using • Demonstratability eLearning • eLearning functionalities of importance to an individual • Individual’s satisfaction and gratification in using eLearning

Slide 18: 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;

Slide 19: Individual eLearning fit: Example 2 • PciEci 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;

Slide 20: Individual eLearning fit: Example 3 • EciPci, 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.

Slide 21: Ongoing research

Slide 22: Questions ???

Slide 23: Thank you

Slide 24: James Kariuki Njenga Department of Information Systems University of the Western Cape, jkariuki@uwc.ac.za, jkariuki@gmail.com http://elearningfundi.blogspot.com http://www.elearningfundi.net Louis CH Fourie Department of Information Systems University of the Western Cape, Lfourie@uwc.ac.za