Mobile-AI Learning Adoption and Sustainable User Engagement: Managing the Effects of Perceived Value and Digital Literacy in Emerging Asian Countries

Muhammad Try Dharsana; Suryanti Mamat; Abdul Shukor Mohd Yunus; Audrey Michelle Yolanda; Mustafa Mohamed Wanis; Abdul Qahar Zainal

doi:10.3991/ijim.v20i16.62679

Authors

Muhammad Try Dharsana Hasanuddin University, Makassar, Indonesia
Suryanti Mamat Management and Science University, Shah Alam, Malaysia
Abdul Shukor Mohd Yunus Management and Science University, Shah Alam, Malaysia https://orcid.org/0000-0003-1636-6894
Audrey Michelle Yolanda Hasanuddin University, Makassar, Indonesia
Mustafa Mohamed Wanis Hasanuddin University, Makassar, Indonesia
Abdul Qahar Zainal Universitas Muslim Indonesia (UMI), Makassar, Indonesia

DOI:

https://doi.org/10.3991/ijim.v20i16.62679

Keywords:

Mobile Learning, Artificial Intelligence, User Trust, Perceived Value, Digital Literacy, Learner Engagement

Abstract

Artificial intelligence (AI) is reshaping mobile learning (m-learning) by facilitating personalized, adaptive, and interactive educational experiences. Despite these advancements, maintaining learner engagement remains a significant challenge in emerging economies. This study examines the impact of AI-enabled mobile learning experiences on learner trust and engagement, with particular attention to the mediating role of perceived value and the moderating effect of digital literacy. A quantitative research design was adopted, and data were obtained from 486 mobile learning users in Indonesia, India, and Malaysia. The proposed model was evaluated using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that AI-enabled mobile learning experiences greatly increase learner trust (β = 0.35, t = 6.12, p < 0.001). Perceived value has an even stronger positive impact on trust (β = 0.41, t = 7.45, p < 0.001). Trust is the main factor driving learner engagement (β = 0.58, t = 12.89, p < 0.001), underscoring its importance in keeping learners engaged in AI-supported environments. Digital literacy also makes the link between trust and engagement stronger (β = 0.11, t = 2.35, p < 0.05). This means that learners with better digital skills are more likely to turn trust into an ongoing learning activity. This study advances the field of mobile learning by integrating technological, cognitive, and behavioral factors into a comprehensive AI-enabled learning framework.

Author Biographies

Suryanti Mamat, Management and Science University, Shah Alam, Malaysia

Faculty of Business Management and Professional Studies, Management and Science University, Malaysia

Abdul Shukor Mohd Yunus, Management and Science University, Shah Alam, Malaysia

Faculty of Business Management and Professional Studies, Management and Science University, Malaysia

Audrey Michelle Yolanda, Hasanuddin University, Makassar, Indonesia

Faculty of Economics and Business, Universitas Hasanuddin (Unhas), Makassar, Indonesia

Mustafa Mohamed Wanis, Hasanuddin University, Makassar, Indonesia

Faculty of Economics and Business, Universitas Hasanuddin (Unhas), Makassar, Indonesia

Abdul Qahar Zainal, Universitas Muslim Indonesia (UMI), Makassar, Indonesia

Arabic Language Education (PBA) Undergraduate Study Program, Universitas Muslim Indonesia (UMI), Makassar, Indonesia

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