South African Generation Y students’ behavioral intentions to use university websites
-
DOIhttp://dx.doi.org/10.21511/im.19(4).2023.11
-
Article InfoVolume 19 2023, Issue #4, pp. 132-144
- 207 Views
-
46 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
University websites are increasingly crucial in meeting the evolving digital demands of students. To effectively manage university websites, it is necessary to first determine students’ behavioral usage intentions of university websites and the factors that influence their intentions, which forms the purpose of this study. Data were collected at a single point in time and described the characteristics of the sample. This study, involving 319 Generation Y students registered at two South African university campuses (one traditional and one university of technology campus), utilizes structural equation modeling to explore the predictive relationships among information quality, system quality, playfulness, ease of use, trust, attitude, satisfaction, and behavioral intentions related to university website use. The study underscores the pivotal role of the university’s website in shaping student satisfaction, with information quality standing out as a significant positive influence. Additionally, playfulness significantly impacts both satisfaction and overall attitudes toward university websites. The system quality of the university website is also noteworthy, showing a statistically significant positive effect on ease of use and fostering trust among students. Furthermore, satisfaction is anticipated by ease of use, creating a cascade effect where satisfaction predicts trust and trust predicts attitudes. Ultimately, students’ attitudes emerge as a critical predictor for their behavioral intentions to use university websites. The model exhibits acceptable fit indices, demonstrating substantial explanatory power (SRMR = 0.1, RMSEA = 0.06, IFI = 0.94, TLI = 0.93, CFI = 0.94). These findings offer insights for university management and web designers to enhance online platforms, fostering student satisfaction, trust, and usage.
- Keywords
-
JEL Classification (Paper profile tab)M21, M30, M31
-
References73
-
Tables4
-
Figures1
-
- Figure 1. Structural paths
-
- Table 1. Sample’s demographic breakdown
- Table 2. Summary statistics
- Table 3. Measurement model statistics
- Table 4. Path analysis
-
- Ahn, T., Ryu, S., & Han, I. (2007). The impact of web quality and playfulness on user acceptance of online retailing. Information & Management, 44(3), 263-275.
- Aladwani, A. M., & Palvia, P. C. (2002). Developing and validating an instrument for measuring user-perceived web quality. Information & Management, 39(6), 467-476.
- Al-Debei, M. (2014). The quality and acceptance of websites: An empirical investigation in the context of higher education. International Journal of Business Information Systems, 15(2), 170-188.
- Al-Debei, M. M., Jalal, D., & Al-Lozi, E. (2013). Measuring web portals success: A respecification and validation of the DeLone and McLean information systems success model. International Journal of Business Information Systems, 14(1), 96-133.
- Alkhateeb, M. A., & Abdalla, R. A. (2021). Factors influencing student satisfaction towards using learning management system Moodle. International Journal of Information and Communication Technology Education, 17(1), 138-153.
- Alnaser, A. S., & Almsafir, M. K. (2014). Service quality dimensions and students satisfaction. Journal of Advanced Social Research, 4(6), 1-17.
- Anctil, E. J. (2008). Selling higher education: Marketing and advertising America’s colleges and universities: ASHE higher education report. Wiley.
- Bekele, T. A. (2021). COVID-19 and prospect of online learning in higher education in Africa. Journal of Comparative & International Higher Education, 13(5), 243-253.
- Belanche, D., Casalo, L.V., & Guinaliu, M. (2012). Website usability, consumer satisfaction and the intention to use a website: The moderating effect of perceived risk. Journal of Retailing and Consumer Services, 19(1), 124-132.
- Berbegal-Mirabent, J., Mas-Machuca, M., & Marimon, F. (2016). Antecedents of online purchasing behaviour in the tourism sector. Industrial Management & Data Systems, 116(1), 87-102.
- Bibby, R. W., Thiessen, J., & Bailey, M. (2019). The millennial mosaic: How pluralism and choice are shaping Canadians youth and the future Canada. Toronto: Dundurn.
- Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103-113.
- Buang, R. R., Majid, M. K., Wahab, M. I. A., Tohid, M. Z. W. M., Abdullah, A., Adrutdin, K. F., Yacob, S., & Zahid, M. M. (2016). Factors affecting students’ intention to study at higher learning institution of technical and vocational education and training. Australasian Journal of Business, Social Science & Information Technology, 2(1), 19-33.
- Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process. Computers in Human Behavior, 24(2), 325-345.
- Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Relationship quality, community promotion and brand loyalty in virtual communities: Evidence from free software communities. International Journal of Information Management, 30(4), 357-367.
- Chandra, Y., & Napitupulu, T. A. (2021). Evaluation of student satisfaction in using the learning management system for online learning at XYZ University. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(6), 2810-2816.
- Chen, Q., & Wells, W. D. (1999). Attitude toward the site. Journal of Advertising Research, 39(5), 27-37.
- Chong, P. (Ed.). (2021). The impact of user perception factors and satisfaction on users’ continuance intention to use mobile short video applications: based on improved TAM model. Proceedings of the 2021 International Conference on Control and Intelligent Robotics. Guangzhou, China.
- Choudhury, V., & Karahanna, E. (2008). The relative advantage of electronic channels: A multidimensional view. MIS Quarterly, 32(1), 179-200.
- Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
- Day, G. S. (1969). A two dimensional concept of brand loyalty. Journal of Advertising Research, 9(3), 29-35.
- Dhiranty, A., Suharjo, B., & Suprayitno, G. (2017). An analysis on customer satisfaction, trust and loyalty toward online shop (a case study of tokopedia.com). Indonesian Journal of Business and Entrepreneurship, 3(2), 102-102.
- Dirgantari, P. D., Hidayat, Y. M., Mahphoth, M. H., & Nugraheni, R. (2020). Level of use and satisfaction of e-commerce customers in Covid-19 pandemic period: An information system success model (ISSM) approach. Indonesian Journal of Science and Technology, 5(2), 261-270.
- EiffelCorp. (2022). Higher education trends in 2022 part 2: development of educational technology.
- Fang, Y. H., Chiu, C. M., & Wang, E. T. G. (2011). Understanding customers’ satisfaction and repurchase intentions: An integration of IS success model, trust, and justice. Internet Research, 21(4), 479-503.
- Febrian, D., Simanjuntak, M., & Hasanah, N. (2021). The effect of benefits offered and customer experience on re-use intention of mobile banking through customer satisfaction and trust. Jurnal Keuangan dan Perbankan, 25(3), 551-569.
- Fishbein, M., & Ajzen, I. (1975). Belief, attitudes, intention and behavior: An introduction to theory and research. Philippines: Addison-Wesley.
- Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43(1), 1-14.
- Ganiyu, A. A., Mishra, A., Elijah, J., & Gana, U. M. (2017). The importance of usability of a website. The IUP Journal of Information Technology, 13(3), 27-35.
- Ghane, S., Fathian, M., & Gholamian, M. R. (2011). Full relationship among e-satisfaction, e-trust, e-service quality and e-loyalty: The case of Iran e-banking. Journal of Theoretical & Applied Information Technology, 33(1), 1-6.
- Gorla, N., Somers, T. M., & Wong, B. (2010). Organizational impact of system quality, information quality, and service quality. The Journal of Strategic Information Systems, 19(3), 207-228.
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis: Pearson new international edition (7th ed.). Harlow: Pearson.
- Hanna, N., & Wozniak, R. (2001). Consumer behaviour: An applied approach. New Jersey: Pearson Prentice Hall.
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
- Himansu, S. M. (2009). Consumer behaviour – 4: Attitude individual determinants of behaviour.
- Hoyer, W. D., Macinnis, D. J., & Pieters, R. (2013). Consumer behavior (6th ed.). Mason: Cengage learning.
- Huang, D. H., & Chueh, H. E. (2022). Usage intention model of mobile apps in membership application. Journal of Business Research, 139, 1255-1260.
- Kaushik, A. K., Mohan, G., & Kumar, V. (2020). Examining the antecedents and consequences of customers’ trust toward mobile retail apps in India. Journal of Internet Commerce, 19(1), 1-31.
- Kim, D. J., Ferrin, D. L., & Rao, H. R. (2009). Trust and satisfaction, two stepping stones for successful e-commerce relationships: A longitudinal exploration. Information Systems Research, 20(2), 237-257.
- Kuan, H. H., Bock, G. W., & Vathanophas, V. (2008). Comparing the effects of website quality on customer initial purchase and continued purchase at e-commerce websites. Behaviour & Information Technology, 27(1), 3-16.
- Limbu, Y. B., Wolf, M., & Lunsford, D. (2012). Perceived ethics of online retailers and consumer behavioral intentions: The mediating roles of trust and attitude. Journal of Research in Interactive Marketing, 6(2), 133-154.
- Lin, C. W., Mao, T. Y., Huang, Y. C., Sia, W. Y., & Yang, C. C. (2020). Exploring the adoption of Nike+ run club app: An application of the theory of reasoned action. Mathematical Problems in Engineering, 2020, 8568629.
- Liu, H., Shao, M., Liu, X., & Zhao, L. (2021). Exploring the influential factors on readers’ continuance intentions of E-Book APPs: personalization, usefulness, playfulness, and satisfaction. Frontiers in Psychology, 12, 1-11.
- Malhotra, N. K. (2020). Marketing research: An applied orientation (7th ed.). New Jersey: Pearson Prentice-Hall.
- Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734.
- Mentes, S. A., & Turan, A. H. (2012). Assessing the usability of university websites: An empirical study on Namik Kemal University. The Turkish Online Journal of Educational Technology, 11(3), 61-69.
- Moon, J., & Kim, Y. (2001). Extending the TAM for a world-wide-web context. Information & Management, 38(4), 217-230.
- Muda, M., Mohd, R., & Hassan, S. (2016). Online purchase behavior of Generation Y in Malaysia. Procedia Economics and Finance, 37, 292-298.
- Nuryanti, Y., Hutagalung, D., Nadeak, M., Abadiyah, S., & Novitasari, D. (2021). Understanding the links between system quality, information quality, service quality, and user satisfaction in the context of online learning. International Journal of Social and Management Studies, 2(4), 54-64.
- Nyagadza, B., Muposhi, A., Mazuruse, G., Makoni, T., Chuchu, T., Maziriri, E. T., & Chare, A. (2022). Prognosticating anthropomorphic chatbots’ usage intention as an e-banking customer service gateway: Cogitations from Zimbabwe. PSU Research Review.
- O’cass, A., & Carlson, J. (2012). An e-retailing assessment of perceived website-service innovativeness: Implications for website quality evaluations, trust, loyalty and word of mouth. Australasian Marketing Journal, 20(1), 28-36.
- Padilla-Meléndez, A., del Aguila-Obra, A. R., & Garrido-Moreno, A. (2013). Perceived playfulness, gender differences and technology acceptance model in a blended learning scenario. Computers & Education, 63, 306-317.
- Pallant, J. (2020). SPSS survival manual: A step by step guide to data analysis using the IBM SPSS (7th ed.). Berkshire: McGraw-Hill.
- Palvia, P. (2009). The role of trust in e-commerce relational exchange: A unified model. Information & Management, 46(4), 213-220.
- Rahimnia, F., & Hassanzadeh, J. F. (2013). The impact of website content dimension and e-trust on e-marketing effectiveness: The case of Iranian commercial saffron corporations. Information & Management, 50(5), 240-247.
- Ramadania, R., Titik, R., Rizky, F., & Caisar, D. D. (2021). The study of perceived risk and e-service convenience towards satisfaction and trust of online academic users in Indonesia. International Journal of Media and Information Literacy, 6(2), 387-395.
- Renny, Guritno, R. S., & Siringoringo, H. (2013). Perceived usefulness, ease of use, and attitude towards online shopping usefulness towards online airlines ticket purchase. Procedia – Social and Behavioral Sciences, 81, 212-216.
- Saichaie, K., & Morphew, C. C. (2014). What college and university websites reveal about the purposes of higher education. The Journal of Higher Education, 85(4), 499-530.
- Schlitzkus, L. L., Schenarts, K. D., & Schenarts, P. J. (2010). Is your residency program ready for Generation Y? Journal of Surgical Education, 67(2), 108-111.
- Schneider, G. P., & Bruton, C. M. (2004). Communicating with multiple stakeholders: Building effective university web sites. Journal of Organizational Culture, Communications and Conflict, 8(2), 73-80.
- Serenko, A., & Turel, O. (2007). Are MIS research instruments stable? An exploratory reconsideration of the computer playfulness scale. Information & Management, 44(8), 657-665.
- Severt, K., Fjelstul, J., & Breiter, D. (2013). Information communication technologies: Usages and preferences of Generation Y students and meeting professionals. Journal of Convention & Event Tourism, 14(2), 124-143.
- Shin, D. D. (2019). Blockchain: The emerging technology of digital trust. Telematics and Informatics, 45, 101278.
- Sik Sumaedi, I., Bakti, G. M. Y., Rakhmawati, T., Astrini, N. J., Widianti, T., Damayanti, S., Massijaya, M. A., & Jati, R.K. (2020). A model of intention to use official COVID-19 websites. Health Education, 120(4), 249-261.
- Soyez, K., & Gurtner, S. (Eds.). (2016). How to catch the Generation Y: identifying eco-innovators among young customers. Proceeding of the Academy of Marketing Science Annual Conference. Indianapolis, IN.
- Van der Heijden, H. (2003). Factors influencing the usage of websites: The case of a generic portal in the Netherlands. Information & Management, 40(6), 541-549.
- Van Deventer, M., De Klerk, N., & Bevan-Dye, A. (2017). Influence of perceived integrity and perceived system quality on Generation Y students’ perceived trust in mobile banking in South Africa. Banks & Bank Systems, 12(1-1), 128-134.
- Wang, S., Tlili, A., Zhu, L., & Yang, J. (2021). Do playfulness and university support facilitate the adoption of online education in a crisis? COVID-19 as a case study based on the technology acceptance model. Sustainability, 13(16), 9104.
- Wang, Y. M., Wei, C. L., & Wang, M. W. (2023). Factors influencing students’ adoption intention of brain-computer interfaces in a game-learning context. Library Hi Tech, 41(5), 1594-1620.
- Yaakop, A. Y., Mahadi, N., Ariffin, Z. Z., Hasan, Z. R. A., & Harun, M. (2020). Examining students’ continuance usage intention for web-based educational tools: A developed integrated structural model approach. Asian Academy of Management Journal, 25(1), 25-41.
- Yang, Z., Cai, S., Zhou, Z., & Zhou, N. (2005). Development and validation of an instrument to measure user perceived service quality of information presenting web portals. Information & Management, 42(4), 575-589.
- Zhou, T. (2011). Examining the critical success factors of mobile website adoption. Online Information Review, 35(4), 636-652.
- Zhou, T., & Zhang, S. (2009). Examining the effect of e-commerce website quality on user satisfaction. Proceedings of the 2nd International Symposium on Electronic Commerce and Security. Nanchang, China.