UNDERSTANDING INNOVATION DIFFUSION ATTRIBUTES TOWARDS INTERNET TV ADOPTION IN ENHANCING STUDENTS LEARNING EXPERIENCE
Keywords:
Innovation of Diffusion, Internet TV, learning, studentsAbstract
The entertainment technology nowadays such as Internet TV has become an excellent medium in creating
awareness on news and current issues to public especially to the students. The expensive cost of technology
might contribute to barriers of integrated to higher learning. Internet TV in Malaysia is relatively new and
most studies are mainly focused on business and technology impact. This paper studied about innovations
attributes towards Internet TV adoption to enhance students learning experience. A modified framework of
Innovation of Diffusion theory was used to explore the exogenous variables that influenced students to
adopt. 352 respondents were selected among the undergraduate students which were later analyzed through
covariance-based structural equation modelling. The findings supported the notion that innovation
attributes, except for trialability, give impact to students’ intention to use Internet TV for educational
purposes. The results also improve our knowledge and understanding in a mission to inform that Internet
TV as part of educational approach in teaching and learning. In conclusion, Innovation and Diffusion
theory is a good theoretical medium to understand students’ intention to adopt Internet TV news. It is both
beneficial and important for the researchers, educators, media practitioners and public.
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