Factors Influencing Behavioral Intention Using Educational Video Sharing Site for Learning

Abstract

The purpose of this study is to analyze the psychological, social, technological and institution factors influencing the behavioral intention to use educational video sharing site by focusing on the acceptance and use of the site for educational purposes. The Technology Acceptance Model (TAM) was used as the basic model in this study, as well as the advanced model built in accordance with the needs of the research being developed. Several series of video tutorials on software learning in the form of screencast were developed and uploaded to the focused educational video sharing site (LearnSoftware) developed for the purpose of this study. A questionnaire was used as a study instrument. This is a quantitative study where data were collected from 294 students pursuing Multimedia studies (major and minor) in 5 public higher learning institutions (PHLI). Through the multiple regression analysis conducted, it was found that psychological and social factors were the main influence of students' intention to use the focused educational video sharing site, while technological and institution factors had no influence. In conclusion, the findings of this study can benefit educational institutions, students and educators as well as video sharing site developers in understanding students' behavior towards accepting and using the new technology introduced.