eLearning Adoption and eLearning Satisfaction of Learners: A Case Study of Management Program in a University of Thailand

Abstract

This study investigates eLearning mode of learning in Master of Science in Management (MSM) program at a University in Thailand. The School has adopted the open source software ‘MOODLE’ for its engine of Learning Management System (LMS) by customizing it with video and interactive features, since its inception in 2004. This study is based on the basic proposition that Learners’ adoption of e-learning dependent on its effectiveness and usefulness, and their perceived satisfaction. The theoretical foundation of the study has been one of the empirically verified models developed by Shu- Sheng Liaw (2008), labelled as ‘Three-Tier Technology Use Model’ (3-TUM). It consisted of three interlinked tiers in a sequential order, viz., ‘the individual characteristics and/or system quality tier’ (1st tier), ‘the affective and/or cognitive tier’ (2nd tier), and ‘the behavioral intention tier’ (3rd tier). The model has integrated motivation, the self-cognitive theory (SCT), the theory of planned behavior (TPB), and the technology acceptance model (TAM). In this study the researcher has used questionnaire survey method where the sample units are learners who had undergone the program during the period 2007 to 2017 and a total of 270 cases were analyzed and the proposed model was modified and tested through Structural Equation Modeling (SEM). The study concludes that eLearning system quality and perceived self-efficacy of the learners are critical factors determining the behavioral intention to use eLearning as a mode of learning in higher education of Thailand. The study supports certain findings of Liaw (2008) that the considerations for effective eLearning system are Learner’s self-efficacy, Multi-media formats, and the Interaction environment.

Keywords: e-learning, quality, satisfaction, self-efficacy, SEM

JEL Classification: O3