Modelling generation Z adoption of short educational videos using associative network theory and the UTAUT2 model

This study investigates the adoption of short educational videos among Generation Z, addressing the theoretical gap between conscious adoption intentions and subconscious usage habits. Using an extended Unified Acceptance and Use of Technology Theory (UTAUT2) scaffolded by Dual-Process Theory and Associative Network Theory (ANT), we examine how core constructs and a novel “Personalization” extension drive learning behaviors. A mixed-method approach was employed; ANT was used to map cognitive associations to develop a grounded survey instrument, followed by PLS-SEM analysis of data from 207 students. Findings indicate that Effort Expectancy, Performance Expectancy, Hedonic Motivation, and Social Influence are significant predictors of Behavioral Intention, while Price Value and Habit do not significantly predict intention. Critically, the results uncover a distinct dual-process dynamic between social and algorithmic curation. Specifically, Social Influence triggers the conscious decision to adopt (System 2 Intention), while Personalization operates as the technological engine that converts initial usage into an automatic, subconscious routine (System 1 Habit). Usage behaviour is determined by a near-equal balance of intention and habit. The model explains 60% of the variance in intention and 54% in use behaviour. These findings offer theoretical insights into the interplay of social proof and algorithmic tailoring, alongside practical Human-Computer Interaction (HCI) guidelines for the design of educational platforms.