Understanding Students’ Continuance Intention toward Social Networking e-Learning

With the rapid development of internet technologies, social networking e-learning has become increasingly popular that supports collaboration and sharing between students for them to solve daily learning problems. However, some students may not continually keep this practice due to some reasons. With the considering of expectation-value theory, this study tries to study students’ continuance intention toward social networking e-learning by extending the UTAUT model with a critical psychological factor “perceived value”. A Partial Least Squares (PLS) analysis is used to analyze the data collected from 240 students in Macau. The results of this study indicate that perceived value is an important factor followed by social influence that influence the continuance intention toward social networking e-learning. This study contributes a research model for the study of technology acceptance continuance in educational contexts and provides recommendations for educators to formulate their strategies to motivate students for collaborative learning through social networking e-learning.