Students' Behavioural Intention towards Adoption of Online Education: A Study of the Extended UTAUT Model

Authors

DOI:

https://doi.org/10.56059/jl4d.v10i3.949

Keywords:

Convenience, perceived value, perceived risk, Unified theory of acceptance and use of technology (UTAUT), Structural Equation Modeling, online-education, Stimulus-Organism-Response (S–O-R) theory

Abstract

Online education (o-education) is gaining significant attention from education providers, students, and policy makers. This research explored students’ behaviours and intentions towards online education. The present research utilised the Unified Theory of Acceptance and Use of Technology (UTAUT) as a model to investigate these intentions and behaviours. The study incorporated UTAUT predictors along with three additional independent variables. This study adopted a cross-sectional design and used a closed-end questionnaire to collect data from 403 respondents. The data were analysed with SPSS and AMOS by utilising structural equation modeling (SEM) techniques. The results of the SEM analysis indicate that perceived value (PV) and convenience (Cnv) have positive influences on behavioural intention (BI), while perceived risk has a negative impact on behavioural intention (BI). Additionally, facilitating conditions (FC) and behavioural intention (BI) are found to positively influence use behavior (UB). The research findings suggest that demographics, including age, education and gender, influence behavioural intention (BI). The findings of the study have theoretical and practical implications, which are elaborated in the last section of this article.

Author Biography

M Mansha Tahir, AIOU

M. Mansha Tahir obtained his Commonwealth Master of Business Administration (COL MBA) from Allama Iqbal Open University (AIOU), Pakistan, in collaboration with the Commonwealth of Learning, Burnaby, Canada. He completed a Master of Philosophy (MPhil) in Business Administration from National College of Business Administration & Economics (NCBA&E), Pakistan. He is a researcher and author. His interests include Business Administration, Sustainability, Hospitality and Tourism, Human Resource Management, Marketing, Organizational Behavior, Leadership, General Management. Email: manshatahir75@gmail.com (Orcid: https://orcid.org/0000-0002-0195-5103)

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Published

2023-11-17

How to Cite

Tahir, M. M. (2023). Students’ Behavioural Intention towards Adoption of Online Education: A Study of the Extended UTAUT Model. Journal of Learning for Development, 10(3), 392–410. https://doi.org/10.56059/jl4d.v10i3.949

Issue

Vol. 10 No. 3 (2023): ISSUE 3

Section

Research Articles

License

Copyright (c) 2023 M Mansha Tahir

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Received 2023-03-17
Accepted 2023-10-24
Published 2023-11-17