Investigating the factors affecting university students' e-loyalty intention towards the Blackboard system
by Samar Mouakket; Mohammad Ahmad Al-hawari
International Journal of Business Information Systems (IJBIS), Vol. 9, No. 3, 2012

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.

Online publication date: Sat, 16-Aug-2014

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