Examining the moderating effect of individual-level cultural values on users’ acceptance of E-learning in developing countries: a structural equation modeling of an extended technology acceptance…

By Ali Tarhini, Kate S. Hone, Xiaohui Liu, Takwa Tarhini. Interactive Learning Environments, 2017

443 citations recorded by the source corpus.

ABSTRACT In this study, we examine the effects of individual-level culture on the adoption and acceptance of e-learning tools by students in Lebanon using a theoretical framework based on the Technology Acceptance Model (TAM). To overcome possible limitations of using TAM in developing countries, we extend TAM to include subjective norms (SN) and quality of work life constructs as additional constructs and a number of cultural variables as moderators. The four cultural dimensions of masculinity/femininity (MF), individualism/collectivism, power distance and uncertainty avoidance were measured at the individual level to enable them to be integrated into the extended TAM as moderators and a research model was developed based on previous literature. To test the hypothesised model, data were collected from 569 undergraduate and postgraduate students using e-learning tools in Lebanon via questionnaire. The collected data were analysed using the structural equation modelling technique in conjunction with multi-group analysis. As hypothesised, the results of the study revealed perceived usefulness (PU), perceived ease of use (PEOU), SN and quality of work life to be significant determinants of students’ behavioural intention (BI) towards e-learning. The empirical results also demonstrated that the relationship between SN and BI was particularly sensitive to differences in individual-cultural values, with significant moderating effects observed for all four of the cultural dimensions studied. Some moderating effects of culture were also found for both PU and PEOU, however, contrary to expectations the effect of quality of work life was not found to be moderated by MF as some previous authors have predicted. The implications of these results to both theory and practice are explored in the paper.

Subfields: Communication, Gender Studies, Information Systems and Management

View Paper: https://www.semanticscholar.org/paper/833450290932c06eb313dfe977bb0e4def9614d7

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Citations in the corpus

Exploring Students’ Acceptance of E-Learning Through the Development of a Comprehensive Technology Acceptance Model (2019, background): “Various empirical studies indicated that PU is the primary determinant of using a specific technology [6], [16], [20], [39], [42], [79].”
College students’ use and acceptance of emergency online learning due to COVID-19 (2020, unknown): “Online learning’s eﬀectiveness highly depends on the degree of acceptance of the user ( Tarhini, Hone, Liu, & Tarhini, 2016 ).”
Factors affecting the adoption of e-learning systems in Qatar and USA: Extending the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) (2017, methodology): “Price value was found to have a positive effect on BI toward adopting certain technology in IS research (e.g. Arenas-Gaita´n 2015; Tarhini et al. 2016c), as well as in e-learning (Lewis et al. 2013; Raman and Don 2013).”