Browse > Article
http://dx.doi.org/10.9716/KITS.2013.12.4.059

A Study on Determinants of e-Learning Acceptance Intention: Focused on Service Convenience  

Lee, Seong Ho (한양대학교 경영학부)
Publication Information
Journal of Information Technology Services / v.12, no.4, 2013 , pp. 59-75 More about this Journal
Abstract
As education environment is changing rapidly and competition of education industry is more intensive, the importance of service view about education is increasing as a differential competitive advantage. This study attempted to investigate the impact of service convenience as a different competitive advantage on e-learning acceptance by using TAM. The purpose of this study is to examine how five-dimensional service convenience constructs(decision convenience, access convenience, transaction convenience, benefit convenience, post-benefit convenience) affect consumers' perceived usefulness, attitude and usage intention. For this study, data were gathered from respondents who bought or used e-learning services and analyzed by structural equation model. Among the five-dimensional service convenience constructs, two constructs(benefit convenience, post-benefit convenience) affected consumers' positive perceived usefulness, attitude and usage intention about e-learning service. The results show that management and investment to improve benefit and post-benefit service convenience make consumers' positive attitude and usage intention about e-learning service.
Keywords
Service Convenience; e-Learning; Perceived Usefulness; Attitude; Usage Intention; Technical Acceptance Model;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 유철우, 김용진, 문정훈, 최영찬, "무리행동과 지각된 유용성이 e-learning 컨텐츠 구매의도에 미치는 영향 : 구매경험에 의한 비교분석", 경영정보학연구, 제18권, 제4호(2008), pp. 105-130.   과학기술학회마을
2 2012년 e-learning 산업실태조사 보고서, 정보통신산업진흥원.
3 김지현, 이상복, "교육서비스 품질이 고객만족 및 재이용에 미치는 영향에 관한 실증적 연구 : E평생교육센터 중심으로", 품질경영학회지, 제39권, 제1호(2011), pp.155-166.
4 이웅규, 이종기, "e-learning에서 자기효능감 및 서비스 품질과 기술수용 모형의 관계", 한국정보시스템학회, 추계학술대회 논문집, (2003), pp.67-77.
5 윤숙자, 권순동, "e-learning 채택에 영향을 미치는 요인에 관한 연구", 한국정보기술응용학회, 춘계학술대회 논문집(2006), pp.232-233.
6 Ajzen, I. and M. Fishbein, Belief, Attitude, Intention and Behavior : An Introduction to Theory and Research, Addison-Wesley, MA, 1975.
7 Al-Gahtani, S. S. and M. King, "Attitudes, satisfaction and usage : factors contributing to each in the acceptance of information technology", Behavior and Information Technology, Vol.18, No.4(1999), pp.277-297.   DOI   ScienceOn
8 Bajaj, A. and S. R. Nididumolu, "A feedback model to understand information system usage", Information and Management, Vol.33(1998), pp.213-224.   DOI   ScienceOn
9 Berry, L. L., K. Seiders, and D. Grewal, "Understanding service convenience", Journal of Marketing, Vol.66(2002), pp.58-69.
10 Bruner II, G. C. and A. Kumar, "Applying T. A. M. to consumer usage of handheld Internet devices", Journal of Business Research, Vol.58(2005), pp.553-558.   DOI   ScienceOn
11 Meuter, M., A. Ostrom, R. Roundtree, and M. Bitner, "Self-Service Technologies : Understanding Customer Satisfaction with Technology- Based Service Encounters", Journal of Marketing, Vol.64(2000), pp.50-64.
12 Mitchell, A. A. and J. C. Olson, "Are product attribute beliefs the only mediator of advertising effects on brand attitude?", Journal of Marketing Research, Vol.18, No.3(1981), pp.318-331.   DOI   ScienceOn
13 Nasco, S. A., S. Kulviwat, A. Kumar, and G. C. Bruner II, "The CAT Model; Extensions and Moderators of Dominance in Technology Acceptance", Psychology and Marketing, Vol.25, No.10(2008), pp.987-1005.   DOI   ScienceOn
14 Negash, S., T. Ryan, and M. Igbaria, "Quality and Effectiveness in Web-based customer support systems", Information and Management, Vol.40, No.8(2003), pp.757-768.   DOI   ScienceOn
15 Netemeyer, R. G., J. S. Bowles, D. O. Mackee, and R. McMurrian, "An investigation into the antecedents of organizational citizenship behaviors in a personal selling context", Journal of Marketing, Vol.61(1997), pp.85-98.
16 Parasuraman, A., "Understanding and leveraging the role of customer service in external interactive and internal marketing", paper presented at Frontiers in Services Conference, Nashville, TN, 1996.
17 Reichheld, F. F. and P. Schefter, "Your secret weapon on the web", Harvard Business Review, Vol.78, No.4(2000), pp.105-113.
18 Segars, A. H. and V. Grover, "Strategic Information Systems Planning Success : An Investigation of the Construct and Its Measurement", MIS Quarterly, Vol.22, No.2(1998), pp.139-164.   DOI   ScienceOn
19 Seiders, K., G. B. Voss, A. L. Godfrey, and D. Grewal, "SERVCON : development and validation of a multidimensional service convenience scale", Academy of Marketing Science, Vol.35, No.1(2007), pp.144-156.   DOI   ScienceOn
20 Selim, H. M., "An empirical investigation of student acceptance of course websites", Computers and Education, Vol.40(2003), pp. 343-360.   DOI   ScienceOn
21 Szajna, B., "Empirical evaluation of the revised technology acceptance model", Management Science, Vol.42, No.1(1996), pp.85-92.   DOI   ScienceOn
22 Watchravesringkan, K., N. N. Hodges, and Y. H. Kim, "Exploring consumers' adoption of highly technological fashion products : The role of extrinsic and intrinsic motivational factors", Journal of Fashion Marketing and Management, Vol.14, No.2(2010), pp.263-281.   DOI   ScienceOn
23 Zhang, X. and V. Prybutok, "TAM : The Moderating Effect of Gender on Online Shopping", Journal of International Technology, Vol.12, No.2(2003), pp.99-118.
24 Adams, D. A., R. R. Nelson, and P. A. Todd, "Perceived usefulness, ease of use, and usage of information technology : a replication", MIS Quarterly, Vol.16, No.2(1992), pp.227-247.   DOI   ScienceOn
25 Colwell, S. R., M. Aung, V. Kanetkar, and A. L. Holden, "Toward a measure of service convenience : multiple-item scale development and empirical test", Journal of Services Marketing, Vol.22, No.2(2008), pp.160-169.   DOI   ScienceOn
26 Ngai, E. W. T., J. K. L. Poon, and Y. H. C. Chan, "Empirical examination of the adoption of WebCT using TAM", Computers and Education, Vol.48(2007), pp.250-267.   DOI   ScienceOn
27 Venkatesh, V. and F. D. Davis, "A Theoretical Extension of the Technology Acceptanc Model : Four Longitudinal Field Studies", Management Science, Vol.46(2000), pp.186-204.   DOI   ScienceOn
28 Davis, F. D., R. P. Bagozzi, and P. R. Warshaw, "User acceptance of computer technology : a comparison of two theoretical models", Management Science, Vol.35, No.8 (1989), pp.982-1003.   DOI   ScienceOn
29 Davis, F. D., "Perceived usefulness, perceived ease of use and user acceptance of information technology", MIS Quarterly, Vol. 13, No.3(1989), pp.319-340.   DOI   ScienceOn
30 Davis, F. D., "User acceptance of information technology : system characteristics, user perceptions and behavioral impacts", International Journal of Man-Machine Studies, Vol.38, No.3(1993), pp.475-487.   DOI   ScienceOn
31 Fishbein, M. and I. Ajzen, "Belief, attitude, intention, and behavior : an introduction to theory and research, Reading : Addison- Wesley, 1975.
32 Fornell, C. and D. F. Larcker, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, Vol.18(1981), pp39-50.   DOI   ScienceOn
33 Gunasekaran, A., R. D. Mcneil, and D. Shaul, "E-learning : research and applications", Industrial and Commerical Training, Vol.34, No.2(2002), pp.44-53.   DOI   ScienceOn
34 Karahanna, E. and D. W. Straub, "The psychological origins of perceived usefulness and ease of use", Information and Management, Vol.35(1999), pp.237-250.   DOI   ScienceOn
35 Kleijnen, M. H. P., K. Ruyter, and M. G. M. Wetzels, "An assessment of value creation in mobile service delivery and the moderating role of time consciousness", Journal of Retailing, Vol.83, No.1(2007), pp.33-46.   DOI   ScienceOn
36 Kulviwat, S., G. C. Bruner II, A. Kumar, S. A. Nasco, and T. Clark, "Toward a unified theory of consumer acceptance of technology", Psychology and Marketing, Vol.24 (2007), pp.1059-1084.