How Viable Is the UTAUT Model in a Non-Western Context?

Abstract

The present research examines the plausibility of the Unified Theory of Acceptance and Use of Technology (UTAUT) model in predicting internet banking behaviour as a newly adopted technology in third world countries. Data is collected from three Arab countries: Jordan, Saudi Arabia and Egypt. Confirmatory factor analysis is used to test the hypothesized structural model. Findings are congruent with model testing under conditions of volitional usage behaviour. In this regard, the role of facilitating conditions variable is insignificant as a determinant of usage behaviour. Social norms variable also proved to be weak determinant of behavioural intentions. Findings demonstrate effort expectancy as the key determinant of internet banking usage behaviour in the examined markets, while users' experience moderates the impact of effort expectancy on behavioural intention. Results should enhance our understanding of internet banking usage in developing countries and support e-services promoting in this region.

Factors Affecting MOOC Usage by Students in Selected Ghanaian Universities

“…This is consistent with [18,19,20,21,22]. This finding shows that universities must provide structures and resources that will promote the use of MOOCs by students.…”

“…H7: Instructional quality has a significant effect on students' MOOC usage behavior [18,19,20,33,34] In line with theory and the findings above we posit that:…”

“…MOOCs tend to be based on the cognitive-behaviorist pedagogical approach [51,52]. As a result, as recommended by Alzaghoul (2012), the following need to considered in designing instructional content; learners need to be informed of learning outcomes of the online course, the online lesson must have tests at particular sections to check the learner's level of understanding of the material, the learning materials must be sequenced properly to promote learning, and finally, the learners must be given feedback so they can monitor their progress and take corrective action if need be [53] Our study also provides support for studies conducted by Decman [18,19,20] which show that performance expectancy has a significant effect on usage intention.…”

“…The researchers also found that the moderating factors significantly improved the predictive power of the rest of the eight models, except the Motivational Model and the Social Cognitive Model. The UTAUT is one of the most powerful and thorough theories for explaining IT adoption; largely because of the integration of as many as eight theories [18].…”

Factors Affecting MOOC Usage by Students in Selected Ghanaian Universities

“…The researchers also found that the moderating factors significantly improved the predictive power of the rest of the eight models, except the Motivational Model and the Social Cognitive Model. The UTAUT is one of the most powerful and thorough theories for explaining IT adoption; largely because of the integration of as many as eight theories [20].…”