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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK)
Ahyar Yuniawan
Diponegoro University
Decision Sciences, Operations Research & Management

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Exploring Factors Influencing Technology Adoption among Generation Y: A Study of MOOC Users Gemintang Sukma Alnisa Dhewandrie; Ahyar Yuniawan
Jurnal Manajemen dan Kewirausahaan Vol 11, No 1 (2023): June 2023
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v11i1.10202

Abstract

The primary objective of this study is to investigate the factors affecting customers’ intention and usage of MOOC (Massive Open Online Course) in generation Y based on the UTAUT 2 (Unified Theory of Acceptance and Use of Technology 2). The paper opted for a quantitative method involving 150 MOOC (Skill Academy and My Skill) users collected by spreading an online questionnaire through social media. The data analysis method used is PLS-SEM. The results show that performance expectations, effort expectations, social influence, facilitating conditions, price values, and habitss have a positive influence on behavioral intention. However, hedonic motivation does not appear to have a significant effect on behavioral intention. Then behavioral intention has a significantly positive influence on usage behavior
Co-Authors Gemintang Sukma Alnisa Dhewandrie