Abstract
Mobile learning is an emerging concept which has been verified in previous years. With the rapid advancement in mobile technology, it has emerged with new facets that have signif-icant im pact on attitude and behavioral intention towards mobile learning. The purpose of the study is to measure the factors that can affect the behavioral intention towards mobile learning in Pakistan. Mediating role of attitude and direct relationshi p of entertainment, informativeness and irritation are measured. Sim ple random sam pling technique is applied to collect data from university students with a sam ple size of 373 individuals. Confirmatory factor analysis and multi ple regression analysis are applied to measure model fitness and hypotheses. Whereas, dual statistical techniques i.e. Baron and Kenny’s and Preacher and Hayes methods are applied to measure the mediation effect. All variables showed significant im pact on behavioral intention towards mobile learning except irritation which exhibited partial mediation. Managerial, academic and future im plications are also discussed.
Keyword(s)
Attitude, behavioral intention, entertainment, Irritation, mobile learning, Pakistan