Affective and Social Factors Influencing the Continuance Intention of Using Social Technology for the Case-based Learning

摘要

The proliferation of social technology poses both a threat and an opportunity for the delivery of traditional case method learning in business schools. This paper extends the expectation confirmation model (ECM) to examine the possibility of delivering the case method learning via social technology. A total of 90 students in a public university in Thailand were formed into teams, and spent two weeks in discussing a Harvard business case via the social technology Edmodo. After the experiment, an online survey is conducted with these participants to assess the influence of affective and social factors on their continuance intention. Our regression analysis shows that in addition to affective factors the social factor of information and knowledge sharing can help improve the accuracy of predicting a student's continuance intention of using social technology in case method learning. The analysis result leads to theoretical and empirical findings for business schools to consider adopting social technology as the next-generation tool for case method teaching.