Exploring the Determinants of Intention to Use Rosetta Stone: A UTAUT2 Perspective at USMBA

Abstract

In today’s education system, digitalization is becoming a vital necessity. Government and other organizations are heavily investing in integrating intelligent systems into institutions to establish better education systems. This study introduces a modified version of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) and incorporates trust to strengthen the conceptual model. This paper is designed to investigate how UTAUT 2 factors influence students’ intention to use Rosetta Stone at Sidi Mohamed Ben Abdellah University (USMBA), providing insights into technology adoption in higher education. Using partial least squares regression (PLS), this study concludes that hedonic motivation, facilitating conditions, performance expectancy, and social influence can all positively impact user intention. Nevertheless, trust, along with effort expectancy, does not demonstrate a significant association with user intention. The analytical results of this research are crucial for decision-makers to understand user intentions towards new platforms, especially in university settings.