Investigating the factors affecting university students' e-loyalty intention towards the Blackboard system

  • Authors:
  • Samar Mouakket;Mohammad Ahmad Al-hawari

  • Affiliations:
  • Department of Management Information Systems, College of Business Administration, University of Sharjah, P.O. Box 27272, Sharjah, United Arab Emirates.;Management, Marketing, and Public Administration Department, College of Business Administration, University of Sharjah, P.O. Box 27272, Sharjah, United Arab Emirates

  • Venue:
  • International Journal of Business Information Systems
  • Year:
  • 2012

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Abstract

The implementation of Blackboard system as a teaching and learning tool has grown rapidly world-wide in recent years. Yet, limited research has been conducted to investigate the factors influencing students' e-loyalty intention towards this technology. By extending the technology acceptance model, this paper aims to provide a research model for examining the indirect impact of enjoyment and computer anxiety on students' e-loyalty intention towards Blackboard and the direct impact of subjective norms on students' e-loyalty intention towards Blackboard. To test the proposed research model, data are collected through a questionnaire survey distributed among undergraduate university students in the United Arab Emirates. Structural equation modelling techniques are used in this study to verify the causal relationships between the variables.