Consumption Values and E-Learning Adoption in Higher Education: Evidence from Ho Technical University, Ghana

Ofosu Amofah; Dominic Owusu

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Ofosu Amofah
Dominic Owusu

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This study investigated the drivers of e-learning adoption among students at Ho Technical University by integrating Consumption Values Theory and the Technology Acceptance Model. Adopting a quantitative research design, data were collected from 379 students through a Google Form survey and analysed using variance-based structural equation modelling. The results showed that conditional, epistemic, functional, and social values did not significantly influence students’ adoption behaviour toward e-learning. In contrast, emotional value emerged as a significant predictor of adoption behaviour. The findings further revealed that perceived ease of use and perceived usefulness positively influenced students’ intention to use e-learning platforms. In addition, intention to use partially mediated the relationship between perceived usefulness and adoption behaviour whereas intention to use fully mediates the relationship between perceived ease of use and adoption behaviour. Finally, gender did not moderate the relationship between intention to use and adoption behaviour. The study therefore underscores the importance of prioritizing emotional value, usability, usefulness, and behavioural intention in the design of e-learning systems. The study’s novelty lies in its integration of Consumption Values Theory and the Technology Acceptance Model to explain e-learning adoption in higher education

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Dominic Owusu

Department of Marketing and Supply Chain Management, University of Cape Cost, Senior Lecturer

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