A Value Adoption Approach to Online Learning in Internet Entrepreneurship Education: The Moderation of Platform Type

Online learning and internet entrepreneurship are growing trends in the digital age. These trends are ignited by the COVID-19 pandemic. However, internet entrepreneurship has high failure rate since people lack skills and knowledge on e-commerce and internet marketing. Hence, how to facilitate internet entrepreneurship education via online learning platforms is a research question of practical relevance. The aim of this research is to develop a value-based adoption model in the context of internet entrepreneurship education using online learning platforms. Data were analyzed using PLS-SEM. The results indicated that instructional support, instructor enthusiasm, instructor preparedness, and technical support facilitate perceived value of the online learning platforms, which in turn generates intention to reuse and learning performance. This research contributes by combining research streams of online learning with internet entrepreneurship education as an emerging field. A value-adoption approach is proposed to facilitate online learning in the field of internet entrepreneurship