Investigating the factors affecting university students' e-loyalty intention towards the Blackboard system

Samar Mouakket and Mohammad Ahmad Al-hawari

International Journal of Business Information Systems, 2012, vol. 9, issue 3, 239-260

Abstract: The implementation of Blackboard system as a teaching and learning tool has grown rapidly world-wide in recent years. Yet, limited research has been conducted to investigate the factors influencing students' e-loyalty intention towards this technology. By extending the technology acceptance model, this paper aims to provide a research model for examining the indirect impact of enjoyment and computer anxiety on students' e-loyalty intention towards Blackboard and the direct impact of subjective norms on students' e-loyalty intention towards Blackboard. To test the proposed research model, data are collected through a questionnaire survey distributed among undergraduate university students in the United Arab Emirates. Structural equation modelling techniques are used in this study to verify the causal relationships between the variables.

Keywords: technology acceptance model; TAM; computer anxiety; enjoyment; subjective norms; e-loyalty intentions; electronic loyalty; UAE; United Arab Emirates; Abu Dhabi; Ajman; Dubai; Fujairah; Ras al-Khaimah; Sharjah; Umm al-Quwain; university students; higher education; universities; Blackboard; learning management system; LMS; educational software; teaching; learning tools; undergraduates; SEM; structural equation modelling; causal relationships; variables; business information systems. (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (1)

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