Direct or indirect effects from “perceived characteristic of innovation” to “intention to pay”: mediation of continuance intention to use e-learning

The study aimed to explore the influences of perceived characteristics of innovation (PCI) on the intention to pay and continuance intention to use an e-learning website, and the mediated effect of continuance intention to use on the relationships between PCI and intention to pay. Participants in the present study included 670 adult learners from an e-learning website. A questionnaire and Structural Equation Modeling (SEM) were employed to gather and analyze the data, respectively. The study derived four potential factors and provided a research model based on the theories of PCI and characteristics of e-learning. The research results revealed that compatibility and e-learning self-efficacy positively affected adults’ intention to pay and continuance intention to use the e-learning website. Continuance intention to use positively influenced intention to pay. Continuance intention to use mediated the relationship between compatibility and intention to pay. Similarly, Continuance intention to use mediated the relationship between e-learning self-efficacy and intention to pay. This paper concludes by noting the contributions and implications for theory and practice.