End-user training (EUT) does not deliver the expected value to the organisations when end users do not transfer the skills learned to their workplace. Training effectiveness occurs when end users not only have the ability but are willing to transfer the skill learned to improve their job. This study proposes a model of EUT effectiveness which explicitly considers training effectiveness outcomes and incorporates attitude and motivation as two key antecedents. We propose a longitudinal field experiment to examine the influence of persuasive communication and goal-matching on EUT effectiveness. The proposed theoretical framework is based on a thorough review of literature from multiple disciplines such as Psychology, Education, Organisational Behaviour and Information Systems.