An Empirical Study to Understanding Students Continuance Intention Use of Multimedia Online Learning

Abstract

The purpose of this study was to assess students' ongoing intentions towards online multimedia learning such as perceived usefulness, ease of use, and flow experience. The sample of this study was 523 students who used off-campus/online learning resources and examined the content of online learning resources and their multimedia aspects. The Extended of Technology Acceptance Model (TAM) was used to predict students' continuing intentions. The results showed that students' intentions were positively influenced by their perceived usefulness, ease of use, and flow experience. It is suggested that the designer of multimedia online learning should be more specific in determining the target users to receive and cultivate a more positive sustainable intention.