This study proposes and tests a model that predicts the factors influencing student's behavioral intent on using mobile learning (m-learning) from a consumer perspective by applying the Unified Theory of Acceptance and Use of Technology (UTAUT), extended with more consumer-related constructs such as perceived enjoyment, satisfaction, trust, and individual innovation. Data were derived from an online survey with 444 students at some universities in Viet Nam and analyzed using structural equation modeling. Partial least squares regression was used for model and hypothesis testing. The results revealed that (1) behavioral intention was significantly and positively influenced by satisfaction, perceived trust, and perceived enjoyment; (2) Perceived enjoyment had a very small, non-statistically significant relationship with behavioral intention; (3) Personal innovation had a significant positive effect on perceived enjoyment and effort expectancy. Our findings correspond with the UTAUT model and previous researches and provide a practical reference for educational institutions and decision-makers involved in designing m-learning for implementation in universities.
Keywords: Behavioral intention, Perceived enjoyment, Satisfaction, Personal innovativeness, Mobile learning, Unified theory of acceptance and Use of technology model, Perceived trust