Exploring the factors influencing university students’ adoption of online learning platforms: a conceptual study Based on the value adoption model (VAM)

In the fast-changing technological environment, users worldwide are transitioning from traditional methods to digital solutions. This phenomenon has forced higher learning institutions to heavily rely on online learning platforms to complement or substitute traditional classroom teaching methods. However, students’ willingness to adopt digital or online learning platforms varies significantly. This conceptual study utilised the Value Adoption Model (VAM) as a base model to investigate the key determinants that influence students’ adoption of online learning platforms in higher education. Drawing from VAM’s key constructs—perceived benefits (enjoyment and usefulness) and perceived sacrifices (technical complexity and cost concerns)—this paper proposes a conceptual framework to examine how these factors contribute to perceived value, which ultimately shapes the intention to adopt online learning platforms. The proposed study contributes to the existing literature by offering a comprehensive conceptual insight into the factors influencing online learning platforms adoption for universities, policymakers, and ed-tech developers to enhance online learning adoption by focusing on maximising benefits and minimising sacrifices.