Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


A Study on Factors Propelling the Adoption of Mobile Learning among Students and Instructors of Public and Private Universities in Pakistan

Author(s): Mehak Rehman

Present research aims to examine the impact of behavioral factors on the adoption of mobile learning. Data were collected from 300 students and 100 lecturers from one public and two private universities by using structured questionnaire. Judgmental sampling technique was used to select the suitable respondents. Student respondents were in different years of their education from the fields of business administration, commerce and information technology. Data were analysed through SPSS 20 and AMOS 21 software. Results indicate that perceived ease of use and perceived usefulness has a significant positive impact on intention to adopt mobile learning.

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