The influence of technology acceptance model (TAM) factors on students' e‐satisfaction and e‐retention within the context of UAE e‐learning

Mohd Ahmad Al-Hawari · Samar Mouakket

126 citations0/0 files storedEducation Business and Society Contemporary Middle Eastern Issues

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Technology Adoption and User Behaviour Online and Blended Learning Technology-Enhanced Education Studies

Abstract

Purpose The main purpose of this paper is to highlight the significance of TAM factors in the light of some external factors on students' e‐retention and the mediating role of e‐satisfaction within United Arab Emirates (UAE) e‐learning context. Design/methodology/approach The relative importance of TAM factors was examined, as well as enjoyment and blackboard design on students' e‐satisfaction and e‐retention. The survey was designed and administrated using face‐to‐face method. Data were collected from a convenient sample of students who use blackboard system. AMOS 6 was used to test for the hypothesized relationships. Findings Perceived usefulness has a direct and positive relationship with students' e‐satisfaction and e‐retention while perceived ease of use has only a direct relationship with students' e‐retention. Design features and enjoyment have only a significant relationship with students' e‐satisfaction without any direct relationship with students' e‐retention. Finally, students' e‐satisfaction has a direct relationship with students' e‐retention. Research limitations/implications This research has only surveyed students from one university in UAE. Further testing of the proposed conceptual model across different industries and countries is needed to determine the generalisability and consistency of this study's findings. Practical implications The proposed model of students' e‐retention prediction has the potential to help UAE university managers to understand some of the factors influencing students' behaviours and attitudes toward e‐learning systems. This will lead to improving the education quality within the context of UAE. Originality/value This paper is a significant trial in how TAM factors and other external factors might influence students' e‐satisfaction and e‐retention within UAE e‐learning context.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1988Structural equation modeling in practice: A review and recommended two-step approach.1998Principles and Practice of Structural Equation Modeling 1996The Behavioral Consequences of Service Quality 2022Business Research Methods 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1999Whence Consumer Loyalty?

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2023Building e-trust and e-retention in online shopping: the role of website design, reliability and perceived ease of use 2013Antecedents of Customer Satisfaction In Internet Banking: Technology Acceptance Model (TAM) Redefined 2018Extending the Technology Acceptance Model for Use of e-Learning Systems by Digital Learners 2016The Influences of Technical Support, Self Efficacy and Instructional Design on the Usage and Acceptance of LMS: A Comprehensive Review.2013The Acceptance of Social Networking as a Learning Tools at University of Bahrain

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