Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Source of Knowledge Blooming Like a Lotus Knowledge is the competitive weapon of the 21 st century Intellectual Professional Cheerfulness Morality

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand AN ACCEPTANCE OF MOBILE LEARNING FOR HIGHER EDUCATION STUDENTS IN THAILAND Kallaya Jairak Prasong Praneetpolgrang Kittima Mekhabunchakit Faculty of Informatics, Doctor of Philosophy Program in Information Technology Sripatum University, Bangkok, Thailand 10900

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Outline Introduction Theories Background Research Framework Hypotheses Research Results Conclusion References Research Methodology

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Introduction The major equipment of e-Learning that focus on learning anytime and anywhere is Personal computer. Because of the physical limitations of the Personal Computer. The m-Learning fulfilled in the ubiquitous learning idea.

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Introduction The user perception of m-Learning in each countries have difference in context. g images/pda.JPG

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Introduction (Cont.) Source :National Statistical office of Thailand (TNSO), Explore the use of information technology and communications in the household 2008, [Online]. [Accessed: Oct. 22, 2009] 28.2% 36.7% 41.6% 47.3% 52.8%

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Objective To study the level of acceptance on mobile Learning (m-Learning) for higher education students in Thailand.

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Technology Acceptance Model (TAM) Unified Theory of Acceptance and Use of Technology Model (UTAUT) Theories Background

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Source : [Online].[Accessed: Oct. 22, 2009] Mobile Devices

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Original Technology Acceptance Model (TAM) External Variables Attitude Towards Behavior Behavioral Intention To Use Actual System To Use Perceived Usefulness (PU) Perceived Ease of Use (PEOU) Source : F.D. Davis, Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, 13, pp ,1989.

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Unified Theory of Acceptance and Use of Technology Model (UTAUT) Performance Expectancy (PE) Effort Expectancy (EE) Use Behavior (UB) Gender Social Factors (SF) Facilitating Conditions (FC) Behavioral Intention (BI) AgeExperience Voluntariness Of Use Source : V. Venkatesh, M. G. Morris, G. B. Davis, and F. D. Davis, User acceptance of information technology: toward a unified view, MIS Quarterly, vol. 27, pp

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Research Framework Performance Expectancy (PE) Social Factors (SF) Facilitating Conditions (FC) Behavioral Intention To Use Effort Expectancy (EE) Attitude Towards Behavior H1 H2 H3 H4 H5 H6 H7 H8 H9 Research Framework

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Research Hypotheses H1: PE has a significant positive relationship with BI. H2: EE has a significant positive relationship with BI H3: SF has a significant positive relationship with BI. H4: FC has a significant positive relationship with BI. H5: PE has a significant positive relationship with AT. H6: EE has a significant positive relationship with AT. H7: SF has a significant positive relationship with AT. H8: FC has a significant positive relationship with AT. H9: AT has a significant positive relationship with BI.

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand The Data Collection and Analysis. Reliability of Instruments. Analysis Research Result. Research Methodology

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand The Data Collection The sample of 400 students and we can collected questionnaires students set that is a We collected data in five universities. – Sripatum University – Payap University – North-Chiangmai University – Rajamangala University of Technology Lanna. – Rajabhat Chiangmai University Private University Public University %

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Factor analysis and Reliability Component PE PE PE PE EE EE EE SF SF SF FC FC FC FC A A A BI BI BI Alpha Value Cronbachs alpha coefficients range from 0.79 to 0.91 PE EE SF FC AI BI

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Research Result Part I Demographic attributes of the respondents Items FrequencyPercent (%) 1.Gender Male Female Total Type of location of University Public University Private University

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Research Result Part I (Cont.) The demographic attributes of the respondents (95.10)%

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Research Result Part I (Cont.)

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Research Result Part I (Cont.) The most influential person for students in m-learning usage % 40.8 % 16.7 %

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Research Result Part II The level of Acceptance on m-learning in each of constructs. N ConstructsS.D.Level 1 Performance Expectancy (PE) High 2 Effort Expectancy (EE) High 3 Social Factors(SFs) Moderate 4 Facilitating Conditions(FCs) Moderate 5 Attitude Towards Behavior to use (AI) High 6 Behavioral Intention to use (BI) High

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Research Result of Regression Analysis Performance Expectancy Social Factors Facilitating Conditions Behavioral Intention To Use Effort Expectancy Attitude Towards Behavior * *** *** *** *** *** ** * Significant at p < 0.05, ** Significant at p < 0.01, *** Significant at p < H2 H3 H4 H5 H6 H7 H9 H1 H8

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Research Result Part III Easy to Use. Interesting interface. Training before to use m-Learning. /

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand Although more than half of the students in this study have not familiar with m-Learning but they have good perception and have high level of acceptance on m-Learning. The administration of university should focus on how to design m-Learning system that fit and appropriate to students perception. Conclusions

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand [1]D. Phuangthong and S. Malisawan, A study of behavioral intention for 3G mobile Internet technology: Preliminary research on mobile learning, Proceedings of the Second International Conference on eLearning for Knowledge-Based Society, [2]Y. Liu, F. Hu, and H. Li, Understanding learners' perspectives on m-learning: results from a survey, Proceedings of the 2009 Euro American Conference on Telematics and Information Systems: New Opportunities to increase Digital Citizenship, [3]M. Virvou and E. Alepis, Mobile educational features in authoring tools for personalised tutoring, Computers & Education, vol. 44, pp. 53–68, [4]P.Y. Chao and G.D. Chen, Augmenting paper-based learning with mobile phones, Interacting with Computers, vol. 21, pp. 173–185, [5]R. Brown, H. Ryu, and D. Parsons, Mobile helper for university students: a design for a mobile learning environment, Proceedings of the 18th Australia conference on Computer-Human Interaction: Design: Activities, Artefacts and Environments, 2006, p References

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand [6] Z. Liu, G. Zhao, W. Zheng, and J. Jin, The Research and Exploration of Mobile- Learning Based on Web2. 0, Knowledge Acquisition and Modeling, KAM'08. International Symposium on, 2008, pp. 520–524. [7] Paul TJ James, The 5 th Challenges and Opportunities for Mobile-learning in Thailand, Fifth International Conference on eLearning for Knowledge-Based Society, [8] Q.Min, S. JI, and G. QU, Mobile Commerce User Acceptance Study in China: A Revised UTAUT Model, Tsinghua Science And Technology, pp , [9] I. Ajen and M. Fishbein, Understanding Attitudes and Predicing Social Behavior, Prentice Hall, Englewood Cliffs, NJ, [10] F.D. Davis, Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, 13, pp , References (Cont.)

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand [11] F. D. Davis, R. P. Bagozzi, and P. r. Warshaw, User Acceptance of Computer Technology: A comparison of Two Theoretical Models, Management Science, 35 (8), pp , [12] Ajzen I, Madden T J, Prediction of goal directed behaviors: Attitudes, intentions, and perceived behavioral control, Journal of Experimental Social Psychology, vol. 22(5), pp , [13] I. Ajzen, The theory of planned behavior, Organizational behavior and human decision processes, vol. 50, pp. 179–211, [14] E.M. Rogers, Diffusion of innovations, Free press, [15] V. Venkatesh and F.D. Davis, A theoretical extension of the technology acceptance model: Four longitudinal field studies, Management science, vol. 46, 2000, pp. 186–204. References (Cont.)

Faculty of Informatics, Doctor of Philosophy Program in Information Technology The sixth International Conference on eLearning for knowledge-Based Society December 2009, Bangkok Metro, Thailand [16] V. Venkatesh, M. G. Morris, G. B. Davis, and F. D. Davis, User acceptance of information technology: toward a unified view, MIS Quarterly, vol. 27, pp [17] Quan Sun, Chunlei Wang and Hao Cao, An extended TAM for Analyzing AdoptionQuan SunChunlei WangHao Cao Behavior of mobile commerce, Proc. 8 th Intl Conf. Mobile Business. (ICMB2009), IEEE CS Press, pp , [18] K.C. Yang, Exploring factors affecting the adoption of mobile commerce in Singapore, Telematics and Informatics, vol. 22, pp. 257–277, [19] M. Masrom and R. Hussein, User Acceptance of Information Technology : Understanding Theories and Model, Venton Publishing(M) Sd n. Bhd, Selangor Darul Ehsan, Malaysia, [20] T. Zhou, Exploring Mobile User Acceptance Based on UTAUT and Contextual Offering, Electronic Commerce and Security, 2008 International Symposium on, pp. 241– [21] J. Traxler, Defining mobile learning, Proceedings, IADIS international conference on mobile learning, Malta, References (Cont.)

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