PurposeThe study aims to determine the factor of perceived machine learning adoption (MLA) values that affect learners' intention to continue using (ICU), the extent of their relationships in the learners' ICU and the role of locus of control (LOC) in their relationship.Design/methodology/approachThe study employed a rigorous literature review of MLA studies that lead to a multidimensional value-based theoretical model. This model combined the theory of consumption and altruistic values. Simple descriptive statistics provide the frequency and percentage of the demographic profile. An orthogonalized approach was used to assess for investigating moderating effects. The data and model analysis used a convenience sample of 419 undergraduate perceptions of MLA value from rural higher education institutions (HEIs) in the Philippines.FindingsThe findings indicate that three perceived values (functional value (FUV), social value (SOV) and spiritual value (SPV)) of MLA significantly affect learners' ICU. Interestingly, the study found that LOC strengthens the positive relationship of FUV on learners' ICU.Originality/valueThe study is one of the few to provide evidence on using a multidimensional value-based adoption model in MLA. The study successfully integrates SPV to the concept of perceived value ignored in the theory of consumption value (TCV) and the role of LOC on FUV relationship to learners' ICU.

Purpose This study aims to investigate the factors affecting (i.e. determinants) the continuance of mobile learning adoption in an informal setting among higher education learners from a rural region in the Philippines. It assesses the extent of the determinants of mobile learning adoption continuance and their interrelationships and the role of a personality trait (e.g. locus of control) on its determinants. Design/methodology/approach This study used a rigorous literature review method that led to a mobile learning adoption continuance model. This proposed model analyzed the perceptions of higher education learners’ experiences on mobile learning adoption during the COVID-19 pandemic (i.e. informal setting). The data collection was self-administered using an online survey from a convenience sample size of 434 using adapted questionnaire instruments. The study used factor analysis by using a structural package for social sciences (SPSS) and analysis of the moment of the structure. The effect sizes of the direct effect, simple and serial mediation and interaction effects in a path model were analyzed by using user-defined estimand and orthogonalized approaches. Findings The findings indicate that the effect of perceived security risks along with perceived functional benefit and learner value affect the mobile learning adoption continuance. The perceived learner value mediates the perceived functional benefit relationship on mobile learning adoption continuance. Perceived security risk indirectly affects mobile learning adoption continuance through perceived functional benefit and learner value. In addition to this, the internal locus of control strengthens the positive relationship between perceived functional benefit and mobile learning adoption continuance. However, it dampens the positive relationship of perceived learner value. Originality/value The study provides an essential foundation on the mobile learning adoption model that focuses on its continuance. This model integrated perceived security risks, functional benefits and learner value aspects of continuance intention that higher education institutions may consider in their mobile learning initiative. It further provides evidence to intensify the important moderating role of locus of control that intervenes on the determinants of mobile learning adoption continuance.