IIM Lucknow-led study finds human values influence digital learning adoption across cultures

A new study involving researchers from the Indian Institute of Management (IIM) Lucknow and universities in the US has found that the way people adopt digital learning tools is strongly influenced by their personal values and cultural background.

Published in the journal of global information technology management, the research looks at how students and learners in India and the United States use online learning resources such as e-books, and what drives them to continue using these platforms.

The study points out that with online learning becoming a normal part of education worldwide, it is no longer enough to look only at access or technical ease of use. What matters just as much, the researchers say, is how people think, what they value, and how they respond to new technology.

Also read IIM Sambalpur, Ahmedabad launch AI4Odisha initiative for MSMEs and entrepreneurs

IIM Lucknow research

The research team from IIM Lucknow, the University of Texas at El Paso, and the University of Alabama combined two well-known frameworks, Schwartz’s human values theory and the unified theory of acceptance and use of technology (UTAUT); to better understand why people accept or reject digital learning tools.

The idea behind this approach was to go beyond technical factors and also include psychological and cultural influences that shape user behaviour. The team focused on two key value dimensions; openness to change and self-enhancement, and studied how these interact with traditional technology adoption factors.

By comparing users in India and the United States, the researchers were able to observe how cultural differences influence learning behaviour in digital environments.

Also read IIT Ropar’s ANNAM.AI is ‘green intelligence in action’ and future of agriculture technology: Project director

Openness to change plays key role

One of the key findings of the study is that “openness to change” significantly influences how likely people are to adopt online learning tools, along with factors like usefulness, ease of use and social influence.

The researchers noted that adoption of e-learning platforms is not just about how well the technology works, but also about whether users are mentally open to trying new ways of learning. This combination of psychological and practical factors, they said, helps explain differences in adoption patterns across countries.

Role of values in shaping education technology adoption

The study concludes that digital learning adoption is shaped by a mix of practical, technical and deeply personal factors, rather than technology alone.

Also read IIT Bombay: Dharmendra Pradhan inaugurates India’s first CCUS field lab under Bharat Innovates 2026

Elaborating on the research approach, Arunabha Mukhopadhyay, “Technology adoption in online learning cannot be understood only through usability or access. Our model explores both the psychological and cognitive factors influencing the adoption of e-learning resources in the United States and India. Our findings show that individual belief systems and personal values play an important role in shaping how learners engage with digital platforms across different cultural settings.”

They also noted that their work could help educators, universities and edtech companies design better learning systems that are more aligned with user behaviour and cultural expectations.