Utilitarian, Hedonic and Monetary Motivations of Using Mobile Learning Apps: Opinion Mining Using Big Data Text Analytics

Authors

Mehran Gholizadeh, UQ Business School, The University of Queensland, Brisbane, AustraliaFollow
Saeed Akhlaghpour, UQ Business School, The University of Queensland, Brisbane, AustraliaFollow
Pedro Teixeira Isaias, Business School, The University of New South Wales, Sydney, AustraliaFollow
Morteza Namvar, UQ Business School, The University of Queensland, Brisbane, AustraliaFollow

Abstract

Mobile learning sheds light on the educational benefits of using mobile devices for learning since it is flexible, taking place across contexts, time, subjects, people, and technologies. The challenge of making a sustainable interlock between users and a learning app could be tackled by studying online reviews written by real users of learning apps. Using this relatively untapped source of information, this study aims to understand the utilitarian, hedonic, and monetary motivations of users. This study aims to develop a methodological framework for capturing the Perceived Usefulness, Perceived Enjoyment, and Perceived Cost construct from big text data and test the relationship of these constructs with User Satisfaction. We collect the reviews of four learning apps with different learning content: second language, programming, music, and brain training. The findings of this study move the literature forward by illustrating motivations for using learning apps and how they may impact user satisfaction.

Recommended Citation

Gholizadeh, Mehran; Akhlaghpour, Saeed; Isaias, Pedro Teixeira; and Namvar, Morteza, "Utilitarian, Hedonic and Monetary Motivations of Using Mobile Learning Apps: Opinion Mining Using Big Data Text Analytics" (2021). ACIS 2021 Proceedings. 75.
https://aisel.aisnet.org/acis2021/75