Examining students’ satisfaction with online learning during the Covid-19 pandemic - an extended UTAUT2 approach

ABSTRACT

Given that the educational sector was particularly hard hit in most countries around the world during the Covid-19 pandemic, the study employs an extended UTAUT2 to investigate student use and satisfaction with e-learning in a developing country setting. We employed partial least squares structural equation modelling (PLS-SEM) on 616 data responses gathered online from university students during the pandemic to evaluate our integrated model. This paper found that not all the predictors of the UTAUT2 model were statistically significant in predicting behavioural intention. Our results revealed that performance expectancy, effort expectancy, and facilitating conditions, as predictors, have no influence on various outcomes relating to the behavioural intention to use e-learning. The study also found that e-learning interaction quality predicts student satisfaction. Other theoretical and practical implications are also detailed in our study.

KEYWORDS:

• E-learning
• student satisfaction
• UTAUT2
• interaction quality
• student attitude
• learning value

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

John Paul Basewe Kosiba

John Paul Kosiba is a lecturer at the marketing department of the University of Professional Studies, Accra (UPSA). He is currently researching in the areas of consumer behaviour, digital marketing, market research technologies, and strategic marketing. He has published in the Journal of Business Research, The Service Industries Journal, International Journal of Contemporary Hospitality Management, European Business Review, Journal of Product and Brand Management, Marketing Intelligence and Planning, European Business Review, Qualitative Market Research: An International Journal, to name a few. He can be contract at HYPERLINK ”mailto:[email protected]” [email protected]

Raphael Odoom

Raphael Odoom (PhD) is a research associate at the Department of Marketing Management, University of Johannesburg, and currently with the University of Ghana Business School. His research interests are in the areas of branding, digital marketing, and small business management. He has published in the International Journal of Contemporary Hospitality Management, European Business Review, Journal of Enterprise Information Management, Journal of Product and Brand Management, Marketing Intelligence and Planning, Qualitative Market Research: An International Journal, Services Marketing Quarterly, among others. He can be contacted at HYPERLINK ”mailto:[email protected]” [email protected]

Henry Boateng

Henry Boateng (Ph.D.) is the Director of Institutional Research at D’Youville College. He holds a Ph.D. in Knowledge Management. He researches into information and knowledge management, social responsibility communications, social media, branding, corporate and marketing communications, tourism and hospitality marketing. He is an Active Research Consultant with special skills in Qualitative, Quantitative and Mixed Methods Approaches. Henry has published several papers in top-tier journals. Email: HYPERLINK ”mailto:[email protected]” [email protected]

Kojo Kakra Twum

Kojo Kakra Twum is a lecturer at Presbyterian University College, Ghana. He holds a Doctor of Philosophy in Business Administration from University of Cape Coast, Ghana. His current research interest is related to marketing of higher education institution

Ibn Kailan Abdul-Hamid

Dr Ibn Kailan Abdul-Hamid is a Programme Coordinator and Lecturer in the Department of Marketing of the University of Professional Studies, Accra. He is a member of the Chartered Institute of Marketing in the UK and Ghana. His experience span Marketing, Strategic Management, Corporate Social Responsibility, Digital Marketing, and Market Research.