Determinants of Behavioral Intention towards Mobile Learning in Pakistan: Mediating role of Attitude

Abstract

Mobile learning is an emerging concept which has been verified in previous years. With the rapid advancement in mobile technology, it is emerged with new facets that have significant impact on attitude and behavioral intention towards mobile learning. The purpose of the study is to measure the factors that can affect the behavioral intention towards mobile learning in Pakistan. Mediating role of attitude and direct relationship of entertainment, informativeness and irritation are measured. Simple random sampling technique is applied to collect data from university students and sample size is 373 individuals. Confirmatory factor analysis and multiple regression analysis are applied to measure model fitness and hypotheses. Whereas, dual statistical techniques i.e. Baron & Kenny’s and Preacher & Hayes Macro are applied to measure the mediation affect. All variables showed significant impact on behavioral intention towards mobile learning except irritation and exhibit partial mediation. Managerial, academic and future implications are also discussed.