Title: Moderating role of the awareness of tuition fee saving toward the adoption of online learning programs among business administration students at private universities in Vietnam

Authors: Pham Hoang Hien; Tran Thanh Tuan; Phan Dong Chau Thuy

Addresses: Becamex Business School, Eastern International University, Binh Duong Province, Vietnam ' Electric Power University, Hanoi, Vietnam ' Hong Bang International University, Ho Chi Minh City, Vietnam

Abstract: This study explores the moderating role of tuition fee savings awareness on the adoption of online learning programs among business administration students at private universities in Vietnam. Using a mixed-method approach, the research integrates insights from qualitative interviews and quantitative surveys to examine the relationships between key factors, including lecturers' traits, students' characteristics and technology awareness, on students' acceptance of online learning platforms. Structural Equation Modelling (SEM) was employed to analyse data from 238 students, revealing that lecturers' competence, students' motivation and perceived usefulness of technology significantly influence adoption. The findings also underscore that awareness of tuition fee savings amplifies these relationships, highlighting its critical role in reducing financial barriers and enhancing accessibility. This study contributes to the discourse on online education by offering practical implications for improving the appeal and effectiveness of online learning programs, especially in emerging markets like Vietnam.

Keywords: tuition saving awareness; online learning; business students; technology acceptance.

DOI: 10.1504/IJMIE.2026.150260

International Journal of Management in Education, 2026 Vol.20 No.1, pp.72 - 91

Received: 22 Jul 2024
Accepted: 31 Dec 2024
Published online: 05 Dec 2025 *

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