The Effect of Self-Efficacy on Behavioral Intention through Expectancy, Social Influence, and Facilitating Conditions in Mobile Learning : The Moderating Effect of Gender

Abstract

The aim of this study is to examine how self-efficacy enhances behavioral intention of mobile learning and identify the moderating effect of gender. A structural equation modeling(SEM) was used to test the hypotheses. The findings of the empirical analysis demonstrated that self-efficacy positively affects performance expectancy, effort expectancy, social influence, and facilitating conditions. Self-efficacy has the most impact on performance expectancy. Second, performance expectancy, effort expectancy, social influence, and facilitating conditions have positive impacts on behavioral intention. Performance expectancy is the most important factor to improve behavioral intention. Third, the moderating effect of gender in the relationships between self-efficacy, performance expectancy, effort expectancy, and behavioral intention is significant. Therefore, marketers need to strengthen self-efficacy which can play a significant role in making behavioral intention of mobile learning better by gender.