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Individual adoption to innovation: A study of MOOCs in Swedish universities
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background:Rapid development of digital technologies creates innovative ways of learning, Massive Open Online Courses being one of them. To keep up with the development, two Swedish universities have launched their own courses despite lack of clear benefits for education. Exploring the adoption process of employees and identifying differences between universities are important as the acceptance of innovation among employees is crucial for success.

Purpose:The purpose of this study is to explore the adoption process of a new innovation in the education sector, thus contributing to a more concrete research of individual adoption of an innovation in education context.

Research question:What are the differences between the two Swedish universities in the adoption of an innovation, being MOOC, based on the individual perception of the employees?

Methodology:A qualitative embedded multiple case study strategy, with deductive reasoning.

Conclusion:The findings acknowledged that the adoption of MOOCs occurs on individual level at the universities despite unclear outcomes, absence of performance-based incentives and lack of managerial support. Hence, the findings suggest that non-financial incentives and innovativeness of the individuals were the important factors triggering the acceptance. Moreover, a presentation of potential outcomes and personal benefits of the MOOCs will enhance the adoption.

Place, publisher, year, edition, pages
2015. , 51 p.
Keyword [en]
MOOC, innovation, individual adoption, acceptance, TAM
National Category
Business Administration
URN: urn:nbn:se:uu:diva-255995OAI: diva2:824270
Educational program
Master Programme in Business and Management
Available from: 2015-06-24 Created: 2015-06-21 Last updated: 2015-06-24Bibliographically approved

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