The present study investigates the parental perspectives on the adoption of mobile learning applications with in-app advertisement for their children enlisted in elementary schools. Mobile learning is a new method of learning via the utilization of ubiquitous devices that can be accessed anywhere at any time. Although mobile devices and the usage of applications are abundant, parental readiness for allowing their children to utilize mLearning to learn and develop new skills has not been explored in Taiwan. The research is based on the Theory of Planned Behavior (TPB) to explain parental attitudinal, normative, and control beliefs towards intention in adoption. Partial least squares (PLS) is used to analyze the collected data from 167 parents, whose children are between the ages of 5 and 13 studying in the city of Tainan, Taiwan. The findings show that TPB explained parental attitudes towards adoption of mLearning with in-app advertisement quite well. Moreover, attitude, subjective norms, and perceived behavioral control influenced their intention to adopt mLearning with in-app advertisement.

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