DETERMINING PRICE VALUE AS A MODERATOR IN TAM IN CONTEXT OF E-LEARNING

Abstract

E-learning technology is an emerging technology in the field of education and is an effective way to learn, due to which it is gaining popularity globally and in India, especially due to Covid19. This research considered use of price value as a moderator in Technology Adoption Model (TAM). With the application of Structural Equation Modelling (SEM), it is found that both perceived ease of use and usefulness has significant and positive influence on attitude of users towards E-learning; with ease of use as higher impact than the usefulness. Considering intention of youth as a dependent variable, attitude is found to have highest significant influence, followed by perceived usefulness. Perceived Ease of use was not found to have significant influence on intention. Considering price value as a moderator, it is not found to have significant moderating effect on the relationship between attitude and intention to use E-learning. This study is useful for educational institutions like colleges and universities and other private organisations providing various E-learning platforms to effectively develop and implement their e-learning system.