The Technology Acceptance Model (TAM) has lately been utilized in a number of studies to investigate why people reject or adopt new technologies like mobile commerce or e-learning. However, several studies have found weaknesses in TAM’s ability to predict consumers’ purchase intention behavior. To compensate for TAM’s weaknesses, this study presents a model that integrates all of TAM’s components with the Value-Based Adoption Model (VAM). The perceived benefits and sacrifices were considered to provide a list of the implications for both researchers and e-learning service providers. Furthermore, the moderating role of e-word of mouth was utilized to examine the relationship between attitude, intention, perceived value, and intention toward e-learning, in order to match the current circumstances with the growing popularity of social networks. This study was conducted with a quantitative analysis by using data collected from survey 417 e-learning consumers. Except for perceived fee, which has a negative effect on perceived value, the results demonstrate that all hypotheses of latent correlations in TAM and VAM were strongly significant. Furthermore, attitude and perceived value have a significant role in determining consumer adoption of e-learning. Consumers’ perceived value will be driven by the high and low levels of the moderating influence of e-word of mouth, influencing their intention toward e-learning. Since e-learning is an effective sustainable education system, the result of this study can provide a good solution to facilitate e-learning in current and future conditions.

Sport events of various scales are becoming increasingly popular in modern society, attracting diverse audiences and offering significant entertainment value. This study aims to explore the factors that influence spectators’ intention to attend the stadium, by extending theory of planned behavior model from the perspective of perceived value. Using a quantitative research approach, the study involved a sample size of 334 spectators surveyed from the 2023 Vietnam Student Football Championship and utilized Smart PLS version 4.0 for data analysis. The results indicated that perceived enjoyment significantly affects both attitude (β = 0.358, p = 0.000) and perceived value (β = 0.712, p = 0.000). Perceived fee negatively affects attitude (β = –0.084, p = 0.025) and perceived value (β = –0.068, p = 0.047). Perceived risk negatively affects attitude (β = –0.130, p = 0.001) but does not significantly affect perceived value. Attitude positively influences intention (β = 0.227, p = 0.000), and perceived value significantly influences both attitude (β = 0.293, p = 0.000) and intention (β = 0.437, p = 0.000). Team identification moderates the relationship between attitude and intention (β = 0.128, p = 0.010). The findings highlight the importance of enhancing perceived value to positively shape spectators’ attitude and intention, thereby increasing attendance at sport events.