Understanding Student Acceptance of Online Learning Systems in Higher Education: Application of Social Psychology Theories with Consideration of User Innovativeness

Eun-Jung Kim, Jinkyung Jenny Kim and Sang-Ho Han
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Eun-Jung Kim: School of Hotel and Tourism Management, Youngsan University, Busan 48015, Korea
Jinkyung Jenny Kim: School of Hotel and Tourism Management, Youngsan University, Busan 48015, Korea
Sang-Ho Han: School of Hotel and Tourism Management, Youngsan University, Busan 48015, Korea

Sustainability, 2021, vol. 13, issue 2, 1-14

Abstract: The COVID-19 pandemic has created the opportunity to conduct a huge experiment with online classes in the university setting. The objectives of this study are (1) to provide obvious insight into determining factors driving greater intention of students to use online learning systems based on an integrated technology acceptance model (TAM) and theory of planned behavior (TPB), and (2) to provide the moderating role of innovativeness as a key factor. An online survey was conducted with 216 university students taking hospitality and tourism studies in Busan, Korea. The results of the study are as follows. First, perceived ease of use affects perceived usefulness, perceived usefulness affects attitude, whereas perceived ease of use does not directly affect attitude. Second, attitude and subjective norms positively influence behavioral intention, while perceived behavioral control does not. Third, user innovativeness plays a moderating role in the relationship between subjective norms and behavioral intention. As part of the lessons learned from COVID-19, it is meaningful to provide insightful implications to academia, specifically to the college of hospitality and tourism.

Keywords: online learning system; higher education; technology acceptance model (TAM); theory of planned behavior (TPB); user innovativeness; COVID-19 (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

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