Evaluation of learner adoption intention of e‐learning in China: A methodology based on perceived innovative attributes

E‐learning, as an innovative and alternative way of distance learning, provides a strong challenge to traditional learning with its unique advantage. This paper, on the diffusion of e‐learning adoption in China, investigates people's perceptions and attitudes toward adopting e‐learning, and explores the factors affecting the e‐learning adoption behaviour from an innovation adoption perspective. Based on the model of Rogers’ innovation adoption theory, every factor of perceived innovative attributes influencing the individual adoption behaviour, namely perceived relative advantage, perceived compatibility, perceived trialability, and perceived observability, will be analysed to test the relationship between the perceived innovative attributes and adoption intention of e‐learning. The result shows that the four perceived innovative attributes do have certain influences on people's adoption of e‐learning.