E-learner’s continuance usage behavior of online learning: integration of ECM and TAM

Abstract

The novelty and advancement of technology have explored new avenues in the education sectors. Now e-learning has blended with face-to-face learning to increase its effectiveness. An integrated model is being proposed in this study to measure the continuance usage intention of students adopting e-learning services. With the constructs of ECM (confirmation, perceived usefulness), perceived ease of use and perceived self-efficacy proposed to measure their effect on satisfaction. Besides, to explore the impact of quality features on satisfaction and continuance intention, three major determinants of D&M’s ISS model such as system quality, service quality and information quality included in this study. 410 responses collected to do quantitative analysis. The PLS-SEM analysis showed that perceived ease of use has the strongest effect on perceived usefulness, followed by perceived self-efficacy on perceived ease of use and satisfaction with continuance intention.The study reveals that challenges in developing countries are unique and drives the learners differently than developed countries. The growing e-learning industry requires widespread research from national and institutional perspectives for holistic development in the Bangladesh education market.