Investigating the drivers of mobile learning acceptance among young adults in the World Heritage town of Luang Prabang, Laos

This study is motivated by the initiative to implement mobile learning to promote world heritage site awareness among young adults living in the world heritage town of Luang Prabang in the Lao People's Democratic Republic (PDR). Mobile learning is still in its infant stage in Laos. The objective of this study is to investigate the drivers of mobile learning acceptance among young adults in Luang Prabang. Structural equation modeling analysis based on 349 students of higher education indicates that perceived usefulness, perceived ease of use, and perceived enjoyment directly affected their behavioral intention to use mobile learning. Social influence and self-efficacy indirectly affected mobile learning acceptance through perceived usefulness and perceived ease of use respectively. Findings from this study yield insights for policy recommendations for mobile learning implementation in Luang Prabang, and also contribute to the understanding of mobile learning acceptance from the perspectives of a least developed country.