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Technology Acceptance Model in Understanding University Students’ Behavioral Intention to Use E-Learning: A Study of United States International University - Africa

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dc.contributor.author Mbira, Bernard
dc.date.accessioned 2018-10-12T10:03:59Z
dc.date.available 2018-10-12T10:03:59Z
dc.date.issued 2018
dc.identifier.uri http://erepo.usiu.ac.ke/11732/4040
dc.description A Research Project Report Submitted to the Chandaria School of Business in Fulfillment of the Requirement for the Degree of Master of Business Administration (MBA) en_US
dc.description.abstract The general objective of the study was to analyze the applicability of the Technology Acceptance Model (TAM) in understanding the behavioral intention to use e-learning among university students. The specific objectives of the study were to; examine the effect of perceived usefulness and e-learning intention; investigate the effect of perceived attitude on e -learning intention; and determine the effect of perceived ease of use on e-learning intention. The research methodology, which was adopted was as follows. The study used an exploratory research design to explore or find out ‘how’ digital marketing has affected consumer privacy. The target population for the study comprised of United States International University – Africa (USIU-A) students of which 233 were sampled for the study. The study used simple random sampling technique to ensure that students at every level education are given an equal chance of participation in the study. A structured questionnaire was used to collect the relevant information from the students. This study used the quantitative method of data analysis, as such both descriptive and inferential statistics where be used. Microsoft excel and Statistical Package for Social Sciences (SPSS) program version 21 were used to present and analyze the collected data. The study showed that students find e-learning useful in timely completion of assignments and research papers and that e-learning has ensured that students can read more concerning their courses through e-learning. The study revealed that students have the ability to view course materials more frequently and this has improved their GPA. Students have learnt a lot when they use e-learning systems, and e-learning assists them to achieve predetermined learning objectives. Due to e-learning, it can be observed that students spend little study hours per week, and also spend little effort researching for term papers and assignments. The study indicated that students did not use e-learning purely because it was a university/class requirement or because fellow students in the university/classmates used it, nor because their friends and classmates had convinced/compelled them to use it. They chose to use the e-learning platform because it facilitated their ability to study faster and organize their studies comprehensively. The study revealed that students do enjoy using e-learning in their courses, and they did not find the actual use of e-learning quite unpleasant. However, students would find e-learning quite fun if certain attributes are improved. The study revealed that students find e-learning easy to use and understand, as well as they find it being user-friendly. From the study it was noted that, students felt that they did not spend extra effort using e-learning because most of them are quite capable of using it without a challenge. This means that students are comfortable using e-learning and are not stressed sometimes while using e-learning. The study showed that students find e-learning material quite relevant for their course, and they prefer e-learning because it permits them to coordinate group work assignments and tasks. The study concludes that students witness a reduction on the proportion of time they spend on academic subjects through e-learning platforms, and they love the idea of using e-learning since they were willing to use e-learning even if it is not a requirement or directed to do so by their lecturers. The study concludes that students find e-learning material quite relevant for their course, and they prefer e-learning because it permits them to coordinate group work assignments and tasks. It can be concluded that students feel that e-learning system complements their study or academic engagements, thus improving their studying behavior. The study recommends the institution to ensure that the sequence of learning activities and resources have a defined structure that is adopted for all learning objects.it also recommends USIU-A to produce an e-learning resource that will contain a peer production that entails and includes the digital content created, edited, enriched and validated by students, and teachers who are of the same peer, in other words by people on the “same hierarchical level.” en_US
dc.language.iso en en_US
dc.publisher United States International University - Africa en_US
dc.subject Technology Acceptance Model en_US
dc.subject University Students’ Behavioral Intention en_US
dc.subject E-Learning en_US
dc.subject United States International University - Africa en_US
dc.title Technology Acceptance Model in Understanding University Students’ Behavioral Intention to Use E-Learning: A Study of United States International University - Africa en_US
dc.type Thesis en_US


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