Examining the integrated influence of fairness and quality on learners' satisfaction and Web-based learning continuance intention

Abstract.  As with any other information system (IS), the success of Web-based learning depends largely on user satisfaction and other factors that eventually increase users' intentions to continue using the service (continuance intention). This research integrates the IS success model and fairness theory to construct a model for investigating the motivations behind learners' intentions to continue using Web-based learning. Our model theorizes that the three dimensions of quality (i.e. information, system and service) and the three dimensions of fairness (i.e. distributive, procedural and interactional) affect learners' satisfaction. We also argue that satisfaction and the three dimensions of fairness will influence learners' intention to continue using Web-based learning. The hypothesized model is validated empirically using data collected from 289 learners of a Web-based learning service. The results show that information quality, system quality, system use, distributive fairness and interactional fairness exhibit significant positive effects on satisfaction. Also, procedural fairness and satisfaction play significant roles in shaping learners' intention to continue using Web-based learning.     

Understanding Web-based learning continuance intention: The role of subjective task value

The success of Web-based learning depends on learner loyalty, i.e., subsequent continued usage (continuance). We extended the Unified Theory of Acceptance and Use of Technology (UTAUT) by introducing components of subjective task value into a model for studying learners’ continuance intentions in Web-based learning. Based on survey data from 286 respondents, SEM was employed to assess the model. The results indicated that performance expectancy, effort expectancy, computer self-efficacy, attainment value, utility value, and intrinsic value were significant predictors of individuals’ intentions to continue using Web-based learning, while anxiety had a significant negative effect. The results suggested the beneficial effect of positive subjective task value on stimulating learners’ intentions to continue using Web-based learning, which is as important as performance expectancy and effort expectancy. Implications and limitations of our study are discussed.     

Understanding customers' loyalty intentions towards online shopping: an integration of technology acceptance model and fairness theory

As with any other information system (IS), the success of online shopping depends largely on customer satisfaction and other factors that will eventually increase customers' loyalty intentions. This article integrates two major variables of technology acceptance model (TAM), trust, and fairness to construct a model for investigating the motivations behind customers' loyalty intentions towards online shopping. The hypothesised model is validated empirically using data collected from 311 customers of an online shopping store. The results indicated that distributive, procedural and interactional fairness were strong predictors of trust, which in turn influenced satisfaction. Distributive fairness and interactional fairness exhibited significant positive effects on satisfaction. Perceived usefulness and satisfaction influenced loyalty intention towards online shopping. Perceived ease of use acts indirectly on loyalty intention through the mediating effect of perceived usefulness. Implications for theory and practice and future research directions are discussed.     

Users’ attitudes toward Web-based collaborative learning systems for knowledge management

The Web-based technology is a potential tool for supported collaborative learning that may enrich learning performance, such as individual knowledge construction or group knowledge sharing. Thus, understanding Web-based collaborative learning for knowledge management is a critical issue. The present study is to investigate learners’ attitudes toward Web-based collaborative learning systems. Based on this research, the results of factor analysis show that five attitude factors (system functions, system satisfaction, collaborative activities, learners’ characteristics, and system acceptance) should be examined at the same time when building a Web-based collaborative learning system. The results also provide an acceptance model for understanding users’ behavioral intention of facilitating Web-based collaborative systems.     

An intelligent learning diagnosis system for Web-based thematic learning platform

This work proposes an intelligent learning diagnosis system that supports a Web-based thematic learning model, which aims to cultivate learners’ ability of knowledge integration by giving the learners the opportunities to select the learning topics that they are interested, and gain knowledge on the specific topics by surfing on the Internet to search related learning courseware and discussing what they have learned with their colleagues. Based on the log files that record the learners’ past online learning behavior, an intelligent diagnosis system is used to give appropriate learning guidance to assist the learners in improving their study behaviors and grade online class participation for the instructor. The achievement of the learners’ final reports can also be predicted by the diagnosis system accurately. Our experimental results reveal that the proposed learning diagnosis system can efficiently help learners to expand their knowledge while surfing in cyberspace Web-based “theme-based learning” model.     

Surveying instructor and learner attitudes toward e-learning

The trend of using e-learning as a learning and/or teaching tool is now rapidly expanding into education. Although e-learning environments are popular, there is minimal research on instructors’ and learners’ attitudes toward these kinds of learning environments. The purpose of this study is to explore instructors’ and learners’ attitudes toward e-learning usage. Accordingly, 30 instructors and 168 college students are asked to answer two different questionnaires for investigating their perceptions. After statistical analysis, the results demonstrate that instructors have very positive perceptions toward using e-learning as a teaching assisted tool. Furthermore, behavioral intention to use e-learning is influenced by perceived usefulness and self-efficacy. Regarding to learners’ attitudes, self-paced, teacher-led, and multimedia instruction are major factors to affect learners’ attitudes toward e-learning as an effective learning tool. Based on the findings, this research proposes guidelines for developing e-learning environments.     

What drives a successful e-Learning? An empirical investigation of the critical factors influencing learner satisfaction

E-learning is emerging as the new paradigm of modern education. Worldwide, the e-learning market has a growth rate of 35.6%, but failures exist. Little is known about why many users stop their online learning after their initial experience. Previous research done under different task environments has suggested a variety of factors affecting user satisfaction with e-Learning. This study developed an integrated model with six dimensions: learners, instructors, courses, technology, design, and environment. A survey was conducted to investigate the critical factors affecting learners’ satisfaction in e-Learning. The results revealed that learner computer anxiety, instructor attitude toward e-Learning, e-Learning course flexibility, e-Learning course quality, perceived usefulness, perceived ease of use, and diversity in assessments are the critical factors affecting learners’ perceived satisfaction. The results show institutions how to improve learner satisfaction and further strengthen their e-Learning implementation.     

Explaining and predicting users’ continuance intention toward e-learning: An extension of the expectation–confirmation model

Although e-learning has been prompted to various education levels, the intention to continue using such systems is still very low, and the acceptance-discontinuance anomaly phenomenon (i.e., users discontinue using e-learning after initially accepting it) is a common occurrence. This paper synthesizes the expectation–confirmation model (ECM), the technology acceptance model (TAM), the theory of planned behavior (TPB), and the flow theory to hypothesize a theoretical model to explain and predict the users’ intentions to continue using e-learning. The hypothesized model is validated empirically using a sample collected from 363 learners of a Web-based learning program designed for continuing education. The results demonstrate that satisfaction has the most significant effect on users’ continuance intention, followed by perceived usefulness, attitude, concentration, subjective norm, and perceived behavior control as significant but weaker predictors. The implications of these findings for e-learning practitioners are discussed at the end of this work.     

Investigating students’ perceived satisfaction,behavioral intention,and effectiveness of e-learning: A case study of the Blackboard system

Although the benefits of e-learning have been discussed in various previous studies; it is a critical issue of better understanding the reasons why some learners are dissatisfied with the e-learning experience. Therefore, this research investigates learners’ satisfaction, behavioral intentions, and the effectiveness of the Blackboard e-learning system. A total of 424 university students were surveyed using a standard questionnaire. The results showed that perceived self-efficacy is a critical factor that influences learners’ satisfaction with the Blackboard e-learning system. Perceived usefulness and perceived satisfaction both contribute to the learners’ behavioral intention to use the e-learning system. Furthermore, e-learning effectiveness can be influenced by multimedia instruction, interactive learning activities, and e-learning system quality. This research proposes a conceptual model for understanding learners’ satisfaction, behavioral intention, and effectiveness of using the e-learning system.     

Usability, quality, value and e-learning continuance decisions

Previous research suggests that an eventual information technology (IT) success depend on both its initial adoption (acceptance) and subsequent continued usage (continuance). Expectancy disconfirmation theory (EDT) has been successfully used to predict users’ intention to continue using information technologies. This study proposed a decomposed EDT model to examine cognitive beliefs and affect that influence users’ continuance decision in the context of e-learning service. The proposed model extended EDT by decomposing the perceived performance component into usability, quality, and value. Research hypotheses derived from this model are empirically validated using the responses to a survey on e-learning usage among 183 users. The results suggest that users’ continuance intention is determined by satisfaction, which in turn is jointly determined by perceived usability, perceived quality, perceived value, and usability disconfirmation.     

Multi-dimensional students’ evaluation of e-learning systems in the higher education context: An empirical investigation

There has been little research on assessment of learning management systems (LMS) within educational organizations as both a web-based learning system for e-learning and as a supportive tool for blended learning environments. This study proposes a conceptual e-learning assessment model, hexagonal e-learning assessment model (HELAM) suggesting a multi-dimensional approach for LMS evaluation via six dimensions: (1) system quality, (2) service quality, (3) content quality, (4) learner perspective, (5) instructor attitudes, and (6) supportive issues. A survey instrument based on HELAM has been developed and applied to 84 learners. This sample consists of students at both undergraduate and graduate levels who are users of a web-based learning management system, U-Link, at Brunel University, UK. The survey instrument has been tested for content validity, reliability, and criterion-based predictive validity. The analytical results strongly support the appropriateness of the proposed model in evaluating LMSs through learners’ satisfaction. The explanatory factor analysis showed that each of the six dimensions of the proposed model had a significant effect on the learners’ perceived satisfaction. Findings of this research will be valuable for both academics and practitioners of e-learning systems.     

The troubleshooting task implementation in automotive chassis using virtual interactive technique and knowledge-based approach

In this study, a troubleshooting task model of automobile chassis is proposed. It integrates a task implementation method with virtual interactive techniques. Declarative knowledge entities make up the kernel of task model. It makes the task more controllable and automatable. Solution of the knowledge entities is directly used to support automotive chassis repair and maintenance. Furthermore, this system allows learners to operate a practical task module for troubleshooting through the Internet. The framework developed is not dependent on specific automobile style or software configuration and it uses open software (e.g. Java, MySQL, etc.) in the problem reasoning, virtual display and data storage. The framework can achieve the advantages and goals of (1) providing references for technicians in detection of chassis problems to promote repairing skills; (2) constructing a Web-based troubleshooting architecture of automotive chassis that can enhance learners’ (e.g. students, freshman, and drivers) knowledge and techniques; and (3) creating a prototype environment for distance learning to eliminate the limitation of space and time.     

Facilitating interactions through structured web-based bulletin boards: A quasi-experimental study on promoting learners’ critical thinking skills

This experimental study investigated the effectiveness of structured Web-Based Bulletin Board (WBB) discussions in improving the critical thinking (CT) skills of learners involved in veterinary distance learning, as well as their attitudes toward learning via WBBs. The two dependent variables were learners’ CT skills and their attitudes toward learning via WBBs. The learners’ CT skills were examined in different ways: (a) quantitative method: California Critical Thinking Skills Test (CCTST) to holistically investigate the changes in learners’ CT skills, and (b) qualitative method: Interaction Analysis Model to investigate learners’ interaction patterns in different phases of the WBB discussions. Detailed information about inter-rater reliability, the training of the coders, and the coding process is provided. The findings indicated that structured WBBs significantly improved learners’ CT skills and attitudes toward learning via WBBs.     

Determinants of continuance intention factor in Kuwait communication market: Case study of Zain-Kuwait

The continuance intention is one of the most important factors that affect a company’s profitability and market share. Yet, this factor and its effect remain unexplored in the Arabian communication market.In this study, we examine two multidimensional constructs of customer satisfaction that impact the continuance intention: quality and justice. Quality is measured through three dimensions: interaction, environment, and outcome. Justice is also measured through three dimensions: interactional, procedural, and distributive. We survey 512 customers in Kuwait’s communication market on their intention to continue with their current mobile service provider. We find that the outcome quality is the most influential construct on the perceived usefulness of the provider, which wields the most influence on the continuance intention.     

What influences college students to continue using business simulation games? The Taiwan experience

Previous studies have pointed out that computer games could improve students’ motivation to learn, but these studies have mostly targeted teachers or students in elementary and secondary education and are without user adoption models. Because business and management institutions in higher education have been increasingly using educational simulation games in recent years, factors influencing the continuing use of business simulation games by higher-education students are worth probing into. This research adopted the technology acceptance model, expectation confirmation theory, and agency theory as its theoretical base. Moreover, learning motivation and classroom climate from the perspective of learning, as well as perceived attractiveness and perceived playfulness from the perspective of playfulness and attractiveness were also added to the final research model. A total of 185 valid student respondents in Taiwan’s higher education who have used business simulation games in their classes participated in the survey. The results show that perceived playfulness and learning performance positively influence students’ satisfaction, which further influence the intention to use computer simulation games. Furthermore, perceived ease of use and perceived attraction play a critical role in determining perceived playfulness. Perceived ease of use was also positively influenced by perceived attraction. The research results on the students’ perspective provide a strong support for the teachers to adopt or continue using computer simulation games in classrooms. However, the agency theory failed to be sustained as a useful tool in motivating students’ learning activities, which is worthy of further research.     

Recovery of online service: Perceived justice and transaction frequency

Recovery of online service is an issue in need of study. The current study empirically examines (1) the relationships among perceived justice, satisfaction with recovery of online service and repurchase intention of online service/failure encounters; and (2) the moderating effects of transaction frequency on these relationships. The current study collects 187 self-administered questionnaires to gather customers’ perceptions of actual online service/failure encounters. Research findings demonstrate that distributive justice, interactional justice and procedural justice can positively lead to satisfaction with recovery of online service and repurchase intention toward online service. These results further show that customers with low transaction frequency tend to focus more on interactional justice to establish their satisfaction with recovery of online service. On the other hand, customers with high transaction frequency focus more on procedural justice.     

Acceptance of Internet-based learning medium: the role of extrinsic and intrinsic motivation

This study is one of the few attempts to investigate students’ acceptance of an Internet-based learning medium (ILM). By integrating a motivational perspective into the technology acceptance model, our model captured both extrinsic (perceived usefulness and ease of use) and intrinsic (perceived enjoyment) motivators for explaining students’ intention to use the new learning medium. Data collected from 544 undergraduate students were examined through the LISREL VIII framework. The results showed that both perceived usefulness and perceived enjoyment significantly and directly impacted their intention to use ILM. Surprisingly, perceive ease of use did not posit a significant impact on student attitude or intention towards ILM usage. Implications of this study are important for both researchers and practitioners.     

Predicting electronic service continuance with a decomposed theory of planned behaviour

Previous research suggests that an eventual information technology (IT) success depends on both its initial adoption (acceptance) and subsequent continued usage (continuance). Theory of planned behaviour (TPB) has been successfully used to predict users' acceptance of IT. Yet, this theory has not been applied to the context of continuance of IT. This paper examines post-adoption cognitive beliefs and factors influencing one's intention to continue using (continuance) electronic services (e-services). Decomposed theory of planned behaviour (DTPB) is adapted from social psychology and integrated with theoretical and empirical findings from prior information systems (IS) usage research to theorize a model of e-service continuance. Specifically, the research model decomposes the perceived behavioural control components of TPB into Internet self-efficacy and perceived controllability, the subjective norm component into social influences and interpersonal influence, and the attitude component into perceived usefulness, perceived playfulness, and perceived risk. Nine research hypotheses derived from this model are empirically validated using a field survey of Web-based tax filing service users. The results suggest that users' continuance intention is determined by Internet self-efficacy and satisfaction. Satisfaction, in turn, is jointly determined by interpersonal influence, perceived usefulness, and perceived playfulness.     

Building knowledge networks through project-based online learning: A study of developing critical thinking skills via reusable learning objects

The main purpose of this paper is to explore and discuss the main characteristics of project-based online learning (PBOL) to promote learners’ critical learning skills through reusable learning objects (RLOs) from global online resources. Based on the main purpose of this study and the concerns, the key research inquiries are: (1) How does a PBOL environment improve the learners’ critical thinking skills via RLOs? (2) What are the patterns of the learners’ critical thinking skills in a PBOL environment when they focus on building and delivering RLOs? and (3) What are the learning impacts and communicational outcomes of a PBOL environment on the learners’ critical thinking skills when they work with RLOs? This is a qualitative case study that utilizes both qualitative and quantitative data to provide detailed information to the researcher for the data collection. The research site was the Designing and Delivering an E-Learning Environment graduate course at the Department of Distance Education of Social Sciences Institute in the large urban and government-based University in the Spring Semester 2004. There were totally 11 learners (three of them were men and the rest of them were women) in this course.     

Web-based learning programs: Use by learners with various cognitive styles

To consider how Web-based learning program is utilized by learners with different cognitive styles, this study presents a Web-based learning system (WBLS) and analyzes learners’ browsing data recorded in the log file to identify how learners’ cognitive styles and learning behavior are related. In order to develop an adapted WBLS, this study also proposes a design model for system designers to tailor the preferences linked with each cognitive style. The samples comprise 105 third-grade Accounting Information System course students from a technology university in central Taiwan. Analytical results demonstrate that learners with different cognitive styles have similar but linear learning approaches, and learners with different cognitive styles adopt different navigation tools to process learning.