The moderating effect of technology optimism

Abstract

Purpose The purpose of this paper is to combine task-technology fit, theory of planned behaviour and individual technology optimism, and propose a better hybrid technology behavioural intention model to explain Taiwanese students’ usage behaviour for weblog learning. Design/methodology/approach A 31-item questionnaire with eight constructs was administered to undergraduate and graduate students enrolled in three universities in Taiwan. A total of 380 voluntary, usable responses were received, and a research model estimated using Smart PLS was used to interpret the structural relation results. Findings The results of the research model were analysed using a structural equation modelling approach to test six hypotheses and three moderating hypotheses; significant support were found for seven of them. Accordingly, this study considered the level of technology optimism as a moderator to explore whether it impacts perceived behavioural control, attitudes and social influences on behavioural intention related to weblog learning. Originality/value This research provides a better understanding of individual and system characteristics, as well as social factors regarding weblog learning system acceptance and intention.