Choice decision of e-learning system: Implications from construal level theory

• We investigate the effects of users’ construal level on e-learning system acceptance.
• The case where users face a choice between two alternative systems is studied.
• Construal level moderates the effects of PEOU and PU on attitude toward system.
• Higher construal level increases the effect of PEOU on attitude.
• Higher construal level decreases the effect of PU on attitude.

This study investigates user acceptance of a new e-learning system when users can choose between the old and the new systems. Drawing upon construal level theory and technology acceptance model, this study proposes that users’ construal level of an e-learning system interacts with their perceptions of the system (i.e., PEoU and PU) and affects their adoption intention. Data collected from 131 participants in a laboratory experiment show that a higher construal level strengthened the effect of PEoU but mitigated the effect of PU on participants’ attitude toward using the system, thus affecting adoption intention. Theoretical contributions and implications are discussed.