Behavior intention of animation usage among university students

This research aims to test the antecedents that influence behavior intention of animation usage among marketing students in universities depending on the extended unified theory of acceptance and use of technology (UTAUT2) introduced by Venkatesh et al. (2012). Partial least square structural equation modeling approach was used to analyze information gathered from undergraduate marketing students in Jordanian universities. The results revealed that hedonic motivation, performance expectancy, students' innovativeness, learning value and effort expectancy were significant constructs influencing the behavior intention of animation usage. The research extended UTAUT2 in the field of animation usage by integrating the constructs of learning value and students’ innovativeness to the model. The research provides practitioners and teachers in the marketing field with advantageous methods in their learning process.