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Proposed research model. Adapted from Venkatesh et al. (2012).

Proposed research model. Adapted from Venkatesh et al. (2012).

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Article
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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 informati...

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Context 1
... are to: Enhance the UTAUT2 model by adding the learning value (LV) construct and students' innovativeness (SINN) construct in the animation context. Examine the impact of PE, EE, SI, FC, LV, SINN and HM constructs on the students' behavior intention of animation usage. Examine whether the UTAUT2 model can be used in developing countries. Fig. 1 illustrates the intended research model that explains the associations between the independent and dependent variable(s). Furthermore, the UTAUT2 model listed 3 moderating variables: age, gender and experience. This research excludes the controlling variable effect because other studies excluded them, such as the work of Morosan and ...
Context 2
... is considered as the most comprehensive analytical system (McDonald, 1996, p. 240) that is extensively employed in management information system research ( Marcoulides and Saunders, 2006), marketing (Hair et al., 2012), and various disciplines. It can measure reflective models and forecast the behavior of the relationship between variables and investigate the fundamental theoretical concept (Hair et al., 2013). ...
Context 3
... are to: Enhance the UTAUT2 model by adding the learning value (LV) construct and students' innovativeness (SINN) construct in the animation context. Examine the impact of PE, EE, SI, FC, LV, SINN and HM constructs on the students' behavior intention of animation usage. Examine whether the UTAUT2 model can be used in developing countries. Fig. 1 illustrates the intended research model that explains the associations between the independent and dependent variable(s). Furthermore, the UTAUT2 model listed 3 moderating variables: age, gender and experience. This research excludes the controlling variable effect because other studies excluded them, such as the work of Morosan and ...
Context 4
... is considered as the most comprehensive analytical system (McDonald, 1996, p. 240) that is extensively employed in management information system research ( Marcoulides and Saunders, 2006), marketing (Hair et al., 2012), and various disciplines. It can measure reflective models and forecast the behavior of the relationship between variables and investigate the fundamental theoretical concept (Hair et al., 2013). ...
Context 5
... are to: Enhance the UTAUT2 model by adding the learning value (LV) construct and students' innovativeness (SINN) construct in the animation context. Examine the impact of PE, EE, SI, FC, LV, SINN and HM constructs on the students' behavior intention of animation usage. Examine whether the UTAUT2 model can be used in developing countries. Fig. 1 illustrates the intended research model that explains the associations between the independent and dependent variable(s). Furthermore, the UTAUT2 model listed 3 moderating variables: age, gender and experience. This research excludes the controlling variable effect because other studies excluded them, such as the work of Morosan and ...
Context 6
... is considered as the most comprehensive analytical system (McDonald, 1996, p. 240) that is extensively employed in management information system research ( Marcoulides and Saunders, 2006), marketing (Hair et al., 2012), and various disciplines. It can measure reflective models and forecast the behavior of the relationship between variables and investigate the fundamental theoretical concept (Hair et al., 2013). ...

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... This was in line with previous studies, where HM had a positive effect on the intention to use new technology. Hedonic motivation is the strongest factor and has the most significant effect on students using animation-based media because of the entertainment effect that exists in animation-based media [106]. In addition, the HM factor also has a significant positive effect that affects the possibility of teachers increasing their use of the mobile internet for teaching because they feel that using mobile internet is an enjoyable experience [62]. ...
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... Their results indicated a significant effect of PE, SI and LV on students' intention towards LMS and also of FC and BI on LMS use. Dajani and Abu Hegleh (2019) used the UTAUT2 and reported that the constructs HM, PE, LV and EE significantly affected Jordanian students' BI of animation use during eLearning. In Italy, Cacciamani et al. (2018) used the UTAUT model with Empowerment in Learning to investigate factors affecting Italian high school students' acceptance of tablets; although this study was conducted in secondary education sector, it is mentioned here because we adapted the construct EiL from these researchers, and there is also scarcity of studies that incorporated this factor. ...
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