Understanding mobile learning continuance from an online-cum-offline learning perspective: a SEM-neural network method

Based on uses, gratifications theory and literature related to perceived integration, this study investigated the factors that influence college students' mobile learning continuance from an online-cum-offline learning perspective. A research model was developed and tested against data collected from 261 college students who are the mobile learning users of an online flipped learning platform in China. A multi-analytic method was employed whereby the proposed model was first tested using structural equation modelling (SEM), and the results of the SEM were used as inputs for a neural network approach to explain mobile learning continuance. The results show that perceived integration affects mobile learning continuance directly and indirectly via students' extrinsic gratification (social need) and intrinsic gratifications (affective need and entertainment need). According to the normalised importance, affective need is the most significant factor affecting mobile learning continuance, following by social need and entertainment need.