Minding the gap between first and continued usage: An empirical study of the implementation of a corporate e-learning english-language program at a financial firm in Taiwan

Abstract

While extensive scholarly attention has been paid to various aspects of on-line language programs, the implementation of on-line English-language learning (COEL) programs in business contexts remains an unexplored area in the CALL (computer assisted language learning) literature. Moreover, while many studies have focused on learners' first usage intentions in TAM (technical acceptance model), few have explored their intentions to continue using them. To address this lacuna, a framework of COEL in order to explore learners' perceptions of COEL had been developed first. An examination of the proposed two models revealed gaps between learners' intention of first usage and re-usage of the COEL. Further analyses revealed a significant difference between groups of high intention learners to re-use the COEL and low intention learners to re-use the COEL. A second investigation determined eight factors that contributed to the differences between these two diverse groups of learners. This study's findings shed light on the relationship between TAM model and the perceived enjoyment, learners' attitudes, intentions and overall reactions to COEL programs. Limitations and suggestions for future studies are discussed as well. © Springer-Verlag London Limited 2009.