E-learning satisfaction and retention: a concurrent perspective of cognitive absorption, perceived social presence and technology acceptance model
Journal of Systems and Information Technology
ISSN: 1328-7265
Article publication date: 12 March 2021
Issue publication date: 4 June 2021
Abstract
Purpose
The purpose of this study is to concurrently test the effect of cognitive absorption and perceived social presence on technology acceptance model core variables, e-satisfaction and e-retention among undergraduate students of Northern Malaysian public universities.
Design/methodology/approach
To empirically test the model, the authors developed quantitative research by collecting data from 730 undergraduate students of public universities in the Northern states of Malaysia. Partial least squares–structural equation modeling was used to analyze the data.
Findings
The results of the study reveal that cognitive absorption has a direct significant and positive effect on perceived usefulness and perceived ease of use of e-learning platforms and an indirect effect on e-satisfaction and e-retention. Equally, perceived social presence has a direct positive and significant effect on perceived ease of use and an indirect effect on e-satisfaction and e-retention, while e-satisfaction positively and significantly influences electronic retention. However, perceived social presence has an insignificant effect on perceived usefulness.
Practical implications
The findings of this study provide insights to practitioners, academia and university management, policymakers, designers and marketers on how to use the selected variables to improve the e-learning systems generally, and LearningZone Moodle in particular.
Originality/value
Several studies have been conducted in the domain of electronic learning; none of them, however, concurrently linked cognitive absorption and perceived social presence with technology acceptance model core factors to predict e-satisfaction and e-retention using LearningZone Moodle. This study helps the research community to fill this gap as the literature lacks a concerted discussion concerning these variables to significantly predict e-satisfaction and e-retention in an online learning context.
Keywords
Citation
Salimon, M.G., Sanuri, S.M.M., Aliyu, O.A., Perumal, S. and Yusr, M.M. (2021), "E-learning satisfaction and retention: a concurrent perspective of cognitive absorption, perceived social presence and technology acceptance model", Journal of Systems and Information Technology, Vol. 23 No. 1, pp. 109-129. https://doi.org/10.1108/JSIT-02-2020-0029
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited