Does educational level matter in adopting online education? A Malaysian perspective

Hanif Haghshenas, Ehsan Aminaei Chatroudi and Fredy Anthony Njeje

Journal of Marketing for Higher Education, 2012, vol. 22, issue 1, 117-151

Abstract: Having applied Unified Theory of Acceptance and Use of Technology (UTAUT) to predict intention and future usage behavior, the moderating effect of educational level was added to the model in moderating the relationship between variables. Also, despite past studies, Effort Expectancy had a higher beta than Performance Expectancy, while Social Influence stood for half of variation in Intention.

Date: 2012
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DOI: 10.1080/08841241.2012.705798

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