Promoting Online Education in Higher Education Institutions in Pakistan: Insights from the Technology Acceptance Model

Authors

  • Syed Mir Muhammad Shah Sukkur IBA University Pakistan
  • Faheem Gul Gilal Sukkur IBA University Pakistan
  • Raheela Haque Sukkur IBA University Pakistan
  • Elena Hunt Laurentian University, Canada

DOI:

https://doi.org/10.52461/sabas.v5i2.2424

Keywords:

PU, PEU, TAM, University students' attitude, Adoption of online education, Behavioral intention

Abstract

This study investigates the effect of perceived usefulness (PU) and perceived ease of use (PEU) on university students’ attitudes toward online education, their behavioral intention, and subsequent actual adoption/use of online education, using the Technology Acceptance Model (TAM) as a theoretical lens. It is also hypothesized students' geographic status (e.g., urban vs. rural) and educational levels (e.g., undergrad vs. grad) as moderating variables towards a positive effect of PU and PEU on actual adoption/use of online education through the mediation of attitude and behavioral intention. To this end, three hundred and thirty-one students were recruited from both public and private universities and sub-campuses in Pakistan, and the hypotheses were tested using structural equation modeling (SEM) and multigroup modeling in AMOS (Analysis of a moment structures in SPSS). SEM results supported the positive effect of PU and PEU on university students' attitudes toward online education, their behavioral intention, and subsequent actual adoption/use of online education. Finally, the important implications for policy and research are discussed.

Author Biographies

Syed Mir Muhammad Shah, Sukkur IBA University Pakistan

Department of Business Administration, Sukkur IBA University, Sukkur, Pakistan

Faheem Gul Gilal, Sukkur IBA University Pakistan

Department of Business Administration, Sukkur IBA University, Sukkur, Pakistan

Raheela Haque, Sukkur IBA University Pakistan

Department of Business Administration, Sukkur IBA University, Sukkur, Pakistan

Elena Hunt, Laurentian University, Canada

Laurentian University, Canada

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Published

2023-12-31

How to Cite

Shah, S. M. M., Gilal, F. G., Haque, R., & Elena Hunt. (2023). Promoting Online Education in Higher Education Institutions in Pakistan: Insights from the Technology Acceptance Model. South Asian Review of Business and Administrative Studies (SABAS), 5(2), 109–124. https://doi.org/10.52461/sabas.v5i2.2424