Drivers and Barriers of Social Sustainable Development and Growth of Online Higher Education: The Roles of Perceived Ease of Use and Perceived Usefulness

Online and distance learning classes have been touted for the last several years as an innovation in higher education that should help improve the entrepreneurial growth mindset of students. However, the reported negative online learning experience of many college students worldwide during the COVID-19 epidemic has shown that many opportunities remain to improve the sustainable development and growth of online visual instruction practices. In this study, we outline and investigate a set of hypotheses related to the perceived usefulness and perceived ease of use (from TAM) of online video instruction in higher education courses during the pandemic. We employ grounded theory using autoethnographic case studies as a data source. We found that (a) synchronous broadcast lectures improve participant attitude (H1) and motivation (H2) toward online instruction, (b) prerecorded video instruction increases participant perceived "ease of use" (H3) and perceived behavioral control (H4) of online instruction, but (c) indicators of recorded dates on pre-recorded video instruction decreases participant perceived "usefulness" (H5) and "certainty" (H6) of online instruction. We enrich the insights of popular motivation models for organizations and the higher education industry by outlining a set of emotional elements originating in neuroscience leadership research (SCARF) that might either amplify or diminish the perceived the ease of use and perceived usefulness to technology usage relationships when participations engage in online learning situations.

Hospitality employees' technology adoption at the workplace: evidence from a meta-analysis

PurposeThis research aims to use meta-analytical structural equation modeling to look into how hospitality employees use technology at work. It further investigates if the relationship between the constructs of the technology acceptance model (TAM) is moderated by job level (supervisory versus non-supervisory) and different cultures (eastern versus western).Design/methodology/approachIn total, 140 relationships from 30 empirical studies (N = 6,728) were used in this study's data analysis in accordance with the preferred reporting items for systematic reviews and meta-analysis.FindingsThe findings demonstrated that perceived usefulness had a greater influence on "user attitudes” and "acceptance intention” than perceived ease of use. This study also identified that the effect sizes of relationships among TAM constructs appeared to be greater for supervisory employees or in eastern cultures than for those in non-supervisory roles or western cultures.Practical implicationsThe findings provide valuable information for practitioners to increase the adoption of employee technology. Practitioners need to focus on the identification of hospitality employee attitudes, social norms and perceived ease of use. Moreover, hospitality practitioners should be cautious when promoting the adoption of new technologies to employees, as those at different levels may respond differently.Originality/valueThis is the very first empirical investigation to meta-analyze the predictive power of the TAM in the context of hospitality staff technology adoption at the workplace. The findings also demonstrated differences in the predictive power of TAM constructs according to job level and cultural differences.

Citizens' intentions to use e-government during the COVID-19 pandemic: integrating the technology acceptance model and perceived risk theory

PurposeBased on the technology acceptance model (TAM) and perceived risk theory (PRT), this study proposes a new model for exploring factors affecting citizens' intentions to use e-government in the Vietnamese context during the COVID-19 pandemic.Design/methodology/approachThe current study takes the form of a case study of the Vietnam context and employs a quantitative method. An Internet-based survey was conducted in Vietnam and was completed by 441 respondents. Hypotheses were tested using a two-stage structural equation model. SPSS 22 and AMOS 20 software were used for primary data analysis.FindingsThe findings reveal that factors of TAM are still valuable in predicting citizens' intentions to use e-government services during the COVID-19 pandemic. In addition, the factor of PRT, namely, perceived risk of COVID-19 pandemic, also affects citizens' intentions to use e-government services. Attitudes toward e-government play a mediating role in the relationships between perceived usefulness, perceived risk and citizens' intentions to use e-government. Examining the predictive power of TAM and PRT factors, it can be seen that TAM factors have a higher total effect on citizens' intentions to use e-government, compared to PRT factor.Originality/valueThe present study demonstrates a new model for exploring factors affecting citizens' intentions to use e-government during the COVID-19 era. It explored the effectiveness of combining TAM and PRT as well as the predictive power of each factors in an integrated model aimed at predicting citizens' intentions in the emergency context like COVID-19. This study helps us improve our understanding of e-government usage and would be of particular interest to policymakers and service providers of e-system.

A Sustainable Quality Model for Mobile Learning in Post-Pandemic Higher Education: A Structural Equation Modeling-Based Investigation

As an effect of the digital transformation encountered by higher education institutions in the post-pandemic phase, the current study aims to inspect the factors affecting the actual use of mobile learning among higher education students. A novel hybrid model based on the information system success and technology acceptance models was proposed and tested. The study included 400 undergraduate and postgraduate students from four Saudi universities who responded to a questionnaire consisting of two parts and seven dimensions, with a total of 26 items. For the analysis, a quantitative approach was applied using structural equation modeling. The results displayed that information quality had no impact on the actual use of mobile learning among higher education students. In contrast, other quality factors (system quality, service quality, and satisfaction) and perceived factors (perceived usefulness and perceived ease of use) had a positive effect. Accordingly, this study proposed an integrated framework to assist decision makers at higher education institutions in scaffolding students to develop their educational performance by depending on mobile applications comprising high-quality factors that address their real needs. This would also enable higher education institutions to enhance their digital transformation experience, thus contributing to achieving positive learning sustainability after the pandemic.

Examining teachers' behavioural intention for online teaching after COVID-19 pandemic: A large-scale survey.

Recently, the coronavirus disease 2019 (COVID-19) pandemic has led to rapid digitalisation in education, requiring educators to adopt several technologies simultaneously for online learning and teaching. Using a large-scale survey (N = 1740), this study aims to construct a model that predicts teachers' extensive technology acceptance by extending the Technology Acceptance Model (TAM) with their technological pedagogical content knowledge (TPACK) and innovativeness. TAM has been a valuable tool to measure the adoption of new technology in various contexts, including education. However, TAM has been designed and principally applied to assess user acceptance of a specific technology implementation. This study has extended TAM to measure teachers' technology-enabled practice (online teaching) with the adoption of various technologies. The proposed model explains teachers' behavioural intention to teach online with a good fit. Our findings revealed the collective effects of TPACK, perceived usefulness (PU) of technology, and innovativeness on teachers' behavioural intention to teach online post-pandemic. Moreover, the study identified training and support from school as a significant predictor for both teachers' TPACK and PU. The novelty of this study lies in its model conceptualisation that incorporates both information-technology-based constructs and personal-competence-based features, including TPACK and innovativeness. Furthermore, our study contributes to the growing body of literature that addresses the online teaching adoption by schoolteachers in the post-pandemic era.

An Empirical Investigation into Students' Actual Use of MOOCs in Saudi Arabia Higher Education

Massive Open Online Courses, or MOOCs, are a type of educational innovation where enrollment in the courses given is free and available online. The MOOCs course selection is extensive and may accommodate hundreds or thousands of students at once. The current study, however, aims to look into how the academic self-efficacy of real MOOC users affects learning engagement and perseverance in higher education in Saudi Arabia. This study added the Technology Acceptance Model (TAM) to social cognitive theory. Therefore, the primary goal is to create a new model by examining the variables that affect the perceived utility and perceived service quality, as well as the students' general perceptions of MOOCs that are really used. Therefore, this research used a quantitative approach and distributed the questionnaire online through a Google Form. It collected data from 276 King Saud University students and used it to test the hypothesized correlations using structural equation modeling (SEM-PLS). The study's findings showed that perceptions of perceived benefits and service quality consistently had a significant influence on social interaction, influence, networks of support, and social identity. A further finding was that reported utility and perceived service quality have always been significantly influenced by academic self-efficacy in actual MOOC use. Because of this, learning engagement and perseverance in Saudi Arabian higher education are significantly impacted by the academic self-efficacy of real MOOC users. According to the findings, MOOC programs generally have a positive influence on the kingdom's higher education system. As a result, it is almost certain that this research model will assist university decision-makers in determining whether or not MOOC usage is prevalent at Saudi educational institutions.

A model to improve user acceptance of e-services in healthcare systems based on technology acceptance model: an empirical study.

Improving the quality of electronic services (e-services) is essential when dealing with unforeseen factors and uncertainties in healthcare, such as the outbreak of coronavirus (COVID-19) and changes in the needs and expectations of patients. This paper presents a comprehensive conceptual model in healthcare systems for improving the user acceptance of e-services. A model referred to as the technology acceptance model (TAM) is considered that includes several factors. The factors are computer literacy, website quality, service quality, user attitude, perceived enjoyment, and user satisfaction. According to the collected data and the performed analysis, the fit indices of this survey reveal that the conceptual model has an acceptable fit. The findings are as follows. Computer literacy has positive effects on perceived enjoyment and ease of use. Website quality has positive effects on perceived enjoyment, ease of use, and user satisfaction. Perceived enjoyment has a positive effect on perceived usefulness. Ease of use has positive effects on the usefulness, willingness to use e-services, and user attitude. User satisfaction has a positive effect on user attitude. Perceived usefulness has a positive effect on the willingness to use e-services. Finally, among these variables, only the user attitude has no significant effect on the willingness to use e-services in the healthcare system. Therefore, to promote performance quality and to motivate people to use e-services, healthcare managers should improve these factors.

Examining Social E-Commerce Platforms by Mediating the Effect of Perceived Usefulness and Perceived Trust Using the Technology Acceptance Model

In the post-COVID-19 era, promoting the healthy development of social e-commerce platforms, taking into account the coordinated development of online social networking and online consumption, enhancing the shopping and sharing atmosphere of the platform, increasing the enthusiasm of distribution members, driving consumption traffic with social traffic, and achieving low-cost publicity and promotion increase the exposure of products. The key to solving the problem is to promote consumer participation, improve user conversion, and improve customer acquisition capabilities. The study is based on the stimulus-organism-response (S-O-R) theory. It introduces the technology acceptance model (TAM) and, according to the member life cycle theory and member value mining theory, will affect consumers' social presence factors in social e-commerce shopping situations. As independent variables, perceived trust and perceived usefulness are used as mediating variables to construct a research model that shows social e-commerce affects user conversion.

Determinants of Purchase Intention in Online Purchasing During the COVID-19 Pandemic in Japan

The COVID-19 pandemic restricts consumer behavior for purchasing at physical stores and pushes to online purchasing. Despite the fact that many consumers have increased to purchase various goods at online malls and online stores, the factors that influence consumers' purchase intention (PI) under COVID-19 pandemic are not clear. This study examines Japanese consumers' perceptions toward online purchasing under COVID-19 pandemic and compares both determinant structure before and under the pandemic. This research examines Japanese consumers' perceptions of online malls and online stores using structural equation modeling (SEM) and the model is based on the extended technology acceptance model (TAM). Our research demonstrates that the frequency of online purchasing has increased under COVID-19 pandemic. This study also reveals that PI on online malls and online stores is determined by perceived usefulness (PU), website quality (WQ), and trust (TR). Although PU and TR have strong effects on PI and WQ has a weak effect before the pandemic, the effect of PU on PI has become weak and WQ has stronger effect on PI than PU during the pandemic. In addition, TR has significant but negative effect on PU. However, the negative effect of TR on PU became weaker during the pandemic. This study provides online stores managers and related stakeholders with significant managerial implications. © 2021 ACM.

Digital technology use of SMEs during the COVID-19 pandemic in Turkey: mobile applications' role on motivation and job performance

PurposeThe purpose of this article is to examine the impact of digital technology (specifically mobile applications) use on employees' perceptions of motivation at work (MW) and job performance (JP).Design/methodology/approachSurvey data were collected from 4,089 employees working in small and medium-sized enterprises (SMEs) registered to Small and Medium Enterprises Development Organization (SMEDO) in Turkey. The relationships were assessed through structural equation modeling with bootstrap estimation.FindingsThe results support the proposed framework illustrating the positive effect of perceived usefulness (PU) and perceived ease of use (PEOU) of mobile applications on employees' perceived JP. Findings indicate that MW has exhibited a mediating effect between both PU and JP and PEOU and JP.Originality/valueThis article discusses the accelerating role of coronavirus disease 2019 (COVID-19) pandemic on SMEs' technology acceptance and the acceptance's positive impact on employees' motivation and performance. This article adds to the literature on SMEs by enabling researchers and practitioners to understand the issues in digital technologies acceptance by SME employees and contributes towards enriching the knowledge on technology acceptance perceptions' role in SMEs coping strategies during the COVID-19.

The Influence of Phygital Learning: The User Expectations of Perceived Usability of Practical and Theoretical Courses

Recently, due to the coronavirus pandemic, we are experiencing a revolution that is transforming the way, the education has now shifted to an "physical plus digital” or "phygital” multimodal. This paper analyses the students' behavioral intention to the phygital learning, meaning how students use online learning platform (e.g. Moodle), collaboration application (e.g. Microsoft teams), chat application (e.g. Wechat) and device (e.g. smartphone, laptop) of a course. For the evaluation purpose is followed by using the Semantic Differential Technique to distinguish the usage attitude of computer and smartphone. The Usage Questionnaire is followed by the System Usability Scale (SUS), which is a Human Computer Interaction (HCI) based approach, and the Technology Acceptance Model (TAM), which is an Information Systems (IS) based approach. The sample size consisted of 68 participants completed the survey questionnaire measuring their responses to perceived usefulness (PU), perceived ease of use (PEOU) and attitudes towards usage (ATU). Through simultaneously both these instruments in one work for the purpose of usability evaluation. By doing so, this work attempts to streamline and unify the process of usability evaluation. Results that are obtained from a large-scale survey of university students show the attitudes towards usage on phygital learning. Moreover, this work also considers the digital-divide aspect (mobile v.s. web environment) whether it has any effect on the perceived usability. Results show that the multiple education modal could reduce the stress on the learning. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.

ADOPTION OF TELECOMMUTING IN THE BANKING INDUSTRY: A TECHNOLOGY ACCEPTANCE MODEL APPROACH

Aim/Purpose Currently, the world faces unprecedented challenges due to COVID-19, particu-larly concerning individuals' health and livelihood and organizations and indus-trial performance. Indeed, the pandemic has caused rapid intensifying socio-economic effects. For instance, organizations are shifting from traditional work-ing patterns toward telecommuting. By adopting remote working, organizations might mitigate the impact of COVID-19 on their workforce, explicitly concern-ing their safety, wellbeing, mobility, work-life balance, and self-efficiency. From this perceptive, this study examines the factors that influence employees' behav-ioral intention to adopt telecommuting in the banking industry. Background The study's relevance stems from the fact that telecommuting and its benefits have been assumed rather than demonstrated in the banking sector. However, the pandemic has driven the implementation of remote working, thereby reveal-ing possible advantages of working from home in the banking industry. The study investigated the effect of COVID-19 in driving organizations to shift from traditional working patterns toward telecommuting. Thereby, the study in-vestigates the banking sector employees' behavioral intention to adopt telecom-muting. Methodology The study employed a survey-based questionnaire, which entails gathering data from employees of twelve banks in Jordan, as the banking sector in Jordan was the first to transform from traditional working to telecommuting. The sample for this research was 675 respondents;convenience sampling was employed as a sampling technique. Subsequently, the data were analyzed with the partial least square structural equation modeling (PLS-SEM) to statistically test the research model. Contribution Firstly, this study provides a deep examination and understanding of facilitators of telecommuting in a single comprehensive model. Secondly, the study pro-vides a deeper insight into the factors affecting behavioral intention towards tel-ecommuting from the employees' perspective in the banking sector. Finally, this study is the first to examine telecommuting in the emerging market of Jordan. Thereby, this study provides critical recommendations for managers to facilitate the implementation of telecommuting. Findings Using the Technology Acceptance Model (TAM), this study highlights signifi-cant relationships between telecommuting systems, quality, organizational sup-port, and the perceived usefulness and ease of use in telecommuting. Employ-ees who perceive telecommuting systems to be easy and receive supervision and training for using these systems are likely to adopt this work scheme. The results present critical theoretical and managerial implications regarding employees' be-havioral intentions toward telecommuting. Recommendations for Practitioners This study suggests the importance of work-life balance for employees when telecommuting. Working from home while managing household duties can cre-ate complications for employees, particularly parents. Therefore, flexibility in terms of working hours is needed to increase employees' acceptance of tele-commuting as they will have more control over their life. These increase em-ployees' perceived self-efficacy with telecommuting, which smooths the transi-tion toward remote working in the future. In addition, training will allow em-ployees to solve technical issues that can arise from using online systems. Recommendations for Researchers This study focused on the context of the banking sector. The sensitivity of data and transactions in this sector may influence employers' and employees' willing-ness to work remotely. In addition, the job descriptions of employees in banks moderate specific factors outlined in this model, including work-life balance. For instance, executive managers may have a higher overload in banks in con-trast to front-line employees. Thus, future studies should explore different con-texts, including manufacturing and consultation, to understand the industry's ef-fect on remote working. Similarly, future researc should concentrate on the in-fluence of job descriptions on employees' intentions toward telecommuting. Impact on Society The COVID-19 pandemic created a sudden shift towards telecommuting, which made employees struggle to adopt new work schemes. Therefore, managers had to provide training for their employees to be well prepared and increase their acceptance of telecommuting. Furthermore, telecommuting has a positive effect on work-life balance, it provides employees with the flexibility to organize their daily schedule into more activities. Along the same line, the study highlighted the correlation between work-life balance and telecommuting. Such a relation-ship provides further evidence for the need to understand employees' lifestyles in facilitating the adoption of telecommuting. Moreover, the study extends the stream of literature by outlining critical factors affecting employees' acceptance of telecommuting. Future Research Future studies should explore different contexts, including manufacturing and consultation, to understand the industry's effect on remote working. Similarly, future research should concentrate on the influence of job descriptions on em-ployees' intentions toward telecommuting. Furthermore, the research team con-ducted the study by surveying 12 banks. Future research recommends surveying the whole banking industry to add more validation to the model. © 2022 Informing Science Institute. All rights reserved.

The Moderating Impact of Perceived Leadership Commitment on the Adoption of E-Government Services

Leadership is crucial to the development and diffusion of e-government. But there is limited research that empirically validates this claim. This study thus examines the moderating effect of leadership commitment on the impact of infrastructure availability, financial capacity, literacy, and government policy and regulation toward the adoption of e-government. Data was obtained through a convenient sampling of Ghanaian citizens. The theory of the technology acceptance model (TAM) was applied, and the structural equation model technique was used to undertake the data analysis. The results showed that while leadership commitment significantly moderated the impact of infrastructure availability, finance capacity, and government policy and regulations on the perceived usefulness of e-government, its moderating effect on education/literacy on the perceived usefulness of e-government was not significant. Infrastructure, finance capacity, literacy, and government policy and regulations were significant predictors of e-government usefulness. Managerial and practical implications are discussed.

The E-Learning Effect on Learning Activities during Covid-19 Pandemic in Higher Education

The study aimed to identify factors influencing learning limitations using e-learning methods during the Covid 19 pandemic. The changes in learning methods previously carried out face-to-face to online learning methods. using online learning methods there are several obstacles in using online learning methods, starting from the internet which is less stable which can cause disruption of the learning process. Technology Acceptance Model (TAM) is the model used to analyze. This research used purposive sampling as research methodology and this data collected with questionnaires and the respondents specifically chosen from students in higher education with various majors. As a result of this study, e-learning has had a significant impact on the learning process, especially in the midst of the COVID-19 pandemic. When meeting in person is not possible, e-learning becomes a solution to support the learning process in an ongoing manner. © 2022 IEEE.

Behavioral intention and e-learning management among primary school teachers in Turkey using Technology Acceptance Model (TAM)

Purpose-Instructors’ perspectives of technology learning applications are crucial for effective and high-quality online learning. As a result, it is essential to pinpoint the affecting variables that influence teachers’ acceptance of e-learning. The aim of this research is to determine how Turkish primary school teachers’ intentions to use e-learning are affected by perceived ease of use and perceived usefulness which are two vital components of the Technology Acceptance Model (TAM) that was utilized in this study. Design/methodology/approach-The online questionnaire that was filled out by 357 educators countrywide, was adapted for the cross-sectional study, which assessed teachers’ intentions to employ e-learning in instruction. The quantitative research approach has been used in this research which was conducted during the COVID-19 pandemic. Findings-The data analysis findings suggested that there was a high positive association in between of perceived usefulness, perceived ease of use, and behavioural intention. © 2022, Association Res Militaris. All rights reserved.

Awareness and Use of Virtual Clinics following the COVID-19 Pandemic in Saudi Arabia.

Studies have shown that virtual clinics enjoyed high use and high patient satisfaction during the COVID-19 pandemic. Thus, virtual clinics are expected to be the new normal mode of receiving care after the COVID-19 pandemic. This study aimed to assess public awareness and use of virtual clinics following the pandemic and identify factors associated with virtual clinic use. METHODS: A cross-sectional design was employed in which data were collected via a structured online questionnaire based on the Technology Acceptance Model (TAM) domains: perceived usefulness, perceived ease of use, and social influence. Participants were selected based on the non-probability sampling of convenience. Univariate, bivariate, and binary logistic regression models were used for analysis. RESULTS: A total of 405 responses were received; of those, 286 (70.6%) were aware of the existence of virtual clinics and 99 (34.6%) were post-pandemic users. Among users, 50% used virtual clinics more than two times, 72% used virtual clinics to seek care for themselves, with the vast majority using it via voice calls (83.8%), and for visits to the family medicine clinic (55%). Young adults, females, single adults, those with a higher level of education, the employed, and those with lower income were more likely to use virtual clinics (p < 0.05). The logistic regression model showed that 20% of the variation in virtual clinic use was explained by perceived usefulness and perceived use (p < 0.001). CONCLUSION: This study showed high awareness of virtual clinics among the population following the COVID-19 pandemic, with one-third being active users. Age, gender, marital status, education, income, employment status, perceived usefulness, and ease of use are associated with virtual clinics' awareness and use. Considering those factors is important when planning for sustained use of e-health and virtual care.

Exploring factors affecting customer trust in social distancing technology and impact on hotel booking intentions

The outbreak of COVID-19 in 2019 has posed an unprecedented threat to the global economy. Due to the pandemic, the hotel industry has undergone fundamental changes. In particular, social distancing technology (SDT) has become an indispensable tool in this industry and has played a vital role in its recovery. This study explores the factors that affect customer trust in using SDT in hotels during COVID-19 and how this trust affects their booking intention. The research uses social exchange theory (SET) as the theoretical basis and measures the benefits and perceived risks of using SDT through the benefit-risk method. In addition, the technology acceptance model (TAM) is introduced, and two attributes are added: perceived ease of use and perceived usefulness. A total of 437 questionnaires were distributed, of which 405 were valid. Research results show that benefits, perceived usefulness, and perceived ease of use positively affect trust in SDT, while privacy concerns have a negative impact. Health risks and social rewards are not directly related to trust in SDT.This study provides ideas for future research on the health aspects of SDT by studying the benefits and health risks brought about by its use. For relevant practitioners, hotels should reasonably incorporate SDT into their daily operations and conduct regular disinfection to reduce the risks caused by direct and indirect contact to protect the lives and health of both customers and workers.

Examination of students’ acceptance and intention to use a New LMS during COVID-19 pandemic

The aim of this research is to study the acceptance of university students to use Microsoft Teams e-Learning system and their intention to use it as a Learning Management System (LMS) for education during the COVID-19 pandemic in Jordan. An ex-tended Technology Acceptance Model (TAM) with a blend of external factors that are used together for the first time was developed and used for the purpose of this study. TAM was used because of its wide use and success during the past few years for evaluating the influence of different factors affecting the acceptance and intention to use e-Learning platforms within educational institutes. However, all the studies were examining the variables and factors affecting the behavioral intention and acceptance to use LMSs when normal and conventional classroom study is available. In this research, seven external variables, in addition to the four TAM variables, were introduced in a model including one external variable, Internet Connectivity (IC), used for the first time in the field of education. A model is constructed by extending TAM with the introduced external variables, hypotheses are constructed and a questionnaire for 396 students at two universities in Jordan is conducted. Reliability, confirmatory factor, model fit, and hypothesized structural model analyses are presented. Results show that all the variables tested affect, either directly or indirectly, the acceptance and intention to use MS Teams during the pan-demic. 21 hypotheses were tested between the constructs and found significant except the relations between (Social Norm-Perceived Usefulness) and (Technical Support-Perceived Usefulness). © 2022 by the authors;licensee Growing Science, Canada.

A systematic review of e-learning systems adoption before and during the COVID-19

Purpose - This systematic review aims to assess the studies collected by identifying factors influencing the acceptance of e-learning systems before and during the current propagation of the COVID-19 pandemic. Design/methodology/approach - This study undertook a literature review on the in-depth revision of studies published before 2021. The reviewed research papers meet the inclusion and exclusion criteria. A total of 97 out of 214 articles met the inclusion criteria and were subsequently used in this review. Findings - The findings revealed that the survey questionnaire is the most common data collection instrument used regardless of the research objectives. 2019 was a remarkable year because of the emergence of the COVID-19 pandemic. Research limitations/implications - This systematic review relied on specific databases (ScienceDirect, Emerald, IEEE and Google Scholar) to search for the articles included in this paper. However, these databases may not comprehensively represent all papers published on e-learning using the technology acceptance model (TAM). Practical implications - This paper suggests a guide for managers and scholars in educational institutions and acts as a roadmap for practitioners and academics in the educational field and policymakers. This research spotlights the significant factors influencing the acceptance and adoption of e-learning. Originality/value - This research assessed articles that examined the TAM in e-learning and classified them according to their methodology, country of dissemination, context and distribution within the year of publication. This paper contributes to the body of knowledge in a way that will benefit stakeholders in an educational setting.

Understanding Consumer Buying Intention of E-Commerce Airfares Based on Multivariate Demographic Segmentation: A Multigroup Structural Equation Modeling Approach

The internet offers enormous development opportunities for airline firms and a lot of information for consumers to pick the finest available options. This research aims to study the consumer buying intention of e-commerce airfares in an emerging economy based on the technology acceptance model. This article employed a sample of 3064 respondents at six airports in Thailand. It used cluster analysis (a multivariate analysis approach) to determine two main customer segments and then used a structural equation modeling (SEM) technique utilizing demographic segmentation as a moderator to explain the behaviors of those two segments. The findings demonstrated two customer segments: (1) the older with high and middle-income segment, and (2) the young with low-income segment. The empirical results revealed that price sensitivity and perceived ease of use substantially impacted behavioral intention to use e-commerce airfares in both segments. The users from segment (1) are more likely to look for the fun experience and entertainment value of using e-commerce airfares than those from segment (2). However, perceived usefulness is unlikely to be a vital factor in consumers’ purchasing decisions about using e-commerce airfares. It is recommended that airline companies and online travel agencies should consider perceived ease of use, price sensitivity, and hedonic motivation when implementing e-commerce airline websites for selling tickets.