The role of hedonic perceived value on a skype-based e-learning system

Abstract

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 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. 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.