| With the popularity of3G technology, Smartphone, M-learning will play an increasingly important role in future. However, the key to success of M-learning project is M-learning accepted by the learners. Therefore this study does the research on Influence Factors of learners’Willingness of mobile phone learning.The paper systematically compiles some related research works in our country and abroad. Based on UTAUT reference model, it summarizes five factor variables which effect to learners’ will of using mobile phone learning, and design questionnaire of the degree of acceptance of college students toward mobile phone learning. Selecting387university students as the research object, they are from two universities in Zhejiang province:Zhejiang Normal University and Jinhua Polytechnic. By the social science software SPSS and structural equation model of measurement model AMOS conduct confirmatory factor analysis and group analysis on measurement model the study shows that:(1) Performance Expectancy, Effort Expectancy, Social Influence, Perceived playfulness have significant positive effects on will of using mobile phone learning. One interesting finding is "Perceived Playfulness" was the strongest predictor of will to use mobile phone learning. While in the previous research "Performance Expectancy" has the most significant effect on IT technology behavior. The presupposed factor "Self Management of learning" has on no significant effect.(2) By the group structure equation model analysis found that:Gender, Grade, Mobile phone type don’t have regulatory role on Performance Expectancy, Effort Expectancy, Social Influence and Perceived playfulness.The results not only validated the UTAUT model, but also extend the UTAUT model in the field of M-learning. By adding "Perceived playfulness " into UTAUT, in order to enhance the applicability of UTAUT; Through the research we find the decisive factor of college students’ behavioral intention to use mobile phone learning, so we know what should pay attention to attract users of continuous adaptation and absorb more new users in developing mobile learning system and the M-learning resources. It also contributes to the decision-making of managers or organizers, and the formulation of policy on the promotion of innovative M-learning, so that we can better meet the new era of M-learning. |
