About this paper

Appears in:
Pages: 1656-1665
Publication year: 2013
ISBN: 978-84-616-3822-2
ISSN: 2340-1117

Conference name: 5th International Conference on Education and New Learning Technologies
Dates: 1-3 July, 2013
Location: Barcelona, Spain

THE ROLE OF HEDONIC PERCEIVED VALUE IN A SKYPE-BASED E-LEARNING SYSTEM

C. Ruiz-Mafe1, C.C. Chen2, J. Martí-Parreño3, B. Barrado-Jimenez3

1Universitat de València (SPAIN)
2Appalachian State University (UNITED STATES)
3Universidad Europea de Valencia (SPAIN)
Despite the growing importance of the e-learning environment, there is a scarcity of academic literature on key drivers leading to users’ acceptance towards Skype-based application as an instructional tool. Most of previous research on e-learning is focused on system characteristics or utilitarian drivers of student behaviour neglecting the hedonic aspects of e-learning. The construction of perceived value has been identified as one of the most important measures for gaining competitive edge and has been argued to be the most important indicator of re-usage intentions (Bolton and Drew, 1991; Turel et al., 2007) both in traditional and virtual environments. The aim of this research is to analyze the role of consumer personality drivers (playfulness and attitude) and emotions (irritation) on hedonic perceived value of a Skype-based e-learning system. The impact of perceived hedonic value on future usage intentions is also analyzed. We test our proposed model using the regression analysis of data collected from an experiment where undergraduate students from USA and Spain worked in pairs using Skype to improve their language and intercultural communication skills. To know the impact of emotions and hedonic motivations on perceived value of a Skype-based e-learning system can be used for managers to design specific strategies that increase students’ re-usage intention of Skype to improve their intercultural communication skills. The application of these factors in the USA and Spanish markets allows comparisons to be made with studies done in other countries with different e-learning adoption rates. Theoretical and managerial implications are provided to conclude this study.
@InProceedings{RUIZMAFE2013ROL,
author = {Ruiz-Mafe, C. and Chen, C.C. and Mart{\'{i}}-Parre{\~n}o, J. and Barrado-Jimenez, B.},
title = {THE ROLE OF HEDONIC PERCEIVED VALUE IN A SKYPE-BASED E-LEARNING SYSTEM},
series = {5th International Conference on Education and New Learning Technologies},
booktitle = {EDULEARN13 Proceedings},
isbn = {978-84-616-3822-2},
issn = {2340-1117},
publisher = {IATED},
location = {Barcelona, Spain},
month = {1-3 July, 2013},
year = {2013},
pages = {1656-1665}}
TY - CONF
AU - C. Ruiz-Mafe AU - C.C. Chen AU - J. Martí-Parreño AU - B. Barrado-Jimenez
TI - THE ROLE OF HEDONIC PERCEIVED VALUE IN A SKYPE-BASED E-LEARNING SYSTEM
SN - 978-84-616-3822-2/2340-1117
PY - 2013
Y1 - 1-3 July, 2013
CI - Barcelona, Spain
JO - 5th International Conference on Education and New Learning Technologies
JA - EDULEARN13 Proceedings
SP - 1656
EP - 1665
ER -
C. Ruiz-Mafe, C.C. Chen, J. Martí-Parreño, B. Barrado-Jimenez (2013) THE ROLE OF HEDONIC PERCEIVED VALUE IN A SKYPE-BASED E-LEARNING SYSTEM, EDULEARN13 Proceedings, pp. 1656-1665.
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