Behavior intention of animation usage among university students

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ID: 65685
2019
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Abstract
This research aims to test the antecedents that influence behavior intention of animation usage among marketing students in universities depending on the extended unified theory of acceptance and use of technology (UTAUT2) introduced by Venkatesh et al. (2012). Partial least square structural equation modeling approach was used to analyze information gathered from undergraduate marketing students in Jordanian universities. The results revealed that hedonic motivation, performance expectancy, students' innovativeness, learning value and effort expectancy were significant constructs influencing the behavior intention of animation usage. The research extended UTAUT2 in the field of animation usage by integrating the constructs of learning value and students’ innovativeness to the model. The research provides practitioners and teachers in the marketing field with advantageous methods in their learning process. Keywords: Psychology, Education, Animation, Learning value, Students' innovativeness, Jordanian universities
Reference Key
dajani2019behaviorheliyon Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Dajani, Dima;Hegleh, Abdallah S. Abu;
Journal Heliyon
Year 2019
DOI
10.1016/j.heliyon.2019.e02536
URL
http://www.sciencedirect.com/science/article/pii/S2405844019361961
Keywords
Technology Science (General) psychology social sciences (general) industrial psychology

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