As e-learning platforms become a teaching tool in many universities around the world, more and more college students have been involved in online learning. In China, more than 17.75 million college students participated in online learning by May 2020. This study aimed to put forward quantitative marketing research, to examine the unified theory of acceptance and use of technology (UTAUT) model on the acceptance of e-learning by college students in China. The increased knowledge of this specific problem could help online education platform providers with improving their marketing strategies in Chinese colleges. An online survey with questions of performance expectancy, effort expectancy, social influence, and behavioral intention was conducted among 130 colleges students in China. Data were collected from 130 valid participants and was analyzed using multiple linear regression method. Hypotheses were tested using Pearson's correlation coefficients and the results showed that there was a significant relationship between the UTAUT structure (i.e., performance expectancy, effort expectancy, and social influence) and behavioral intention to use e-learning. Several suggestions were given to business practitioners and recommendations for further research were made. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]