TY - JOUR
T1 - Examining the moderating effect of individual-level cultural values on users’ acceptance of E-learning in developing countries
T2 - a structural equation modeling of an extended technology acceptance model
AU - Tarhini, Ali
AU - Hone, Kate
AU - Liu, Xiaohui
AU - Tarhini, Takwa
N1 - Publisher Copyright:
© 2016 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
PY - 2017/4/3
Y1 - 2017/4/3
N2 - In this study, we examine the effects of individual-level culture on the adoption and acceptance of e-learning tools by students in Lebanon using a theoretical framework based on the Technology Acceptance Model (TAM). To overcome possible limitations of using TAM in developing countries, we extend TAM to include subjective norms (SN) and quality of work life constructs as additional constructs and a number of cultural variables as moderators. The four cultural dimensions of masculinity/femininity (MF), individualism/collectivism, power distance and uncertainty avoidance were measured at the individual level to enable them to be integrated into the extended TAM as moderators and a research model was developed based on previous literature. To test the hypothesised model, data were collected from 569 undergraduate and postgraduate students using e-learning tools in Lebanon via questionnaire. The collected data were analysed using the structural equation modelling technique in conjunction with multi-group analysis. As hypothesised, the results of the study revealed perceived usefulness (PU), perceived ease of use (PEOU), SN and quality of work life to be significant determinants of students’ behavioural intention (BI) towards e-learning. The empirical results also demonstrated that the relationship between SN and BI was particularly sensitive to differences in individual-cultural values, with significant moderating effects observed for all four of the cultural dimensions studied. Some moderating effects of culture were also found for both PU and PEOU, however, contrary to expectations the effect of quality of work life was not found to be moderated by MF as some previous authors have predicted. The implications of these results to both theory and practice are explored in the paper.
AB - In this study, we examine the effects of individual-level culture on the adoption and acceptance of e-learning tools by students in Lebanon using a theoretical framework based on the Technology Acceptance Model (TAM). To overcome possible limitations of using TAM in developing countries, we extend TAM to include subjective norms (SN) and quality of work life constructs as additional constructs and a number of cultural variables as moderators. The four cultural dimensions of masculinity/femininity (MF), individualism/collectivism, power distance and uncertainty avoidance were measured at the individual level to enable them to be integrated into the extended TAM as moderators and a research model was developed based on previous literature. To test the hypothesised model, data were collected from 569 undergraduate and postgraduate students using e-learning tools in Lebanon via questionnaire. The collected data were analysed using the structural equation modelling technique in conjunction with multi-group analysis. As hypothesised, the results of the study revealed perceived usefulness (PU), perceived ease of use (PEOU), SN and quality of work life to be significant determinants of students’ behavioural intention (BI) towards e-learning. The empirical results also demonstrated that the relationship between SN and BI was particularly sensitive to differences in individual-cultural values, with significant moderating effects observed for all four of the cultural dimensions studied. Some moderating effects of culture were also found for both PU and PEOU, however, contrary to expectations the effect of quality of work life was not found to be moderated by MF as some previous authors have predicted. The implications of these results to both theory and practice are explored in the paper.
KW - Culture
KW - Lebanon
KW - TAM
KW - developing countries
KW - e-learning
KW - individual behaviour
KW - individual-level culture
KW - individualism/collectivism
KW - masculinity/femininity
KW - power distance
KW - structural equation modelling
KW - technology acceptance
KW - uncertainty avoidance
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U2 - 10.1080/10494820.2015.1122635
DO - 10.1080/10494820.2015.1122635
M3 - Article
AN - SCOPUS:84953745172
SN - 1049-4820
VL - 25
SP - 306
EP - 328
JO - Interactive Learning Environments
JF - Interactive Learning Environments
IS - 3
ER -