Investigating E-Lerning Effects on Continuance Intentions of Hospitality Management Students
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Presentation done by Tsong-Zen Liu, Tai-Yi Huang, and Chia-Shiang Hsu, during "E-learning" workshop, of the ENTER2015 eTourism conference.
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Investigating E-Lerning Effects on Continuance Intentions of Hospitality Management Students
- 1. ENTER 2015 Research Track Slide Number 1 Investigating E-Lerning Effects on Continuance Intentions of Hospitality Management Students Tsong-Zen Liu, Tai-Yi Huang, and Chia-Shiang Hsu National Kaohsiung University of Hospitality and Tourism, Taiwan R.O.C. University of North Texas, U.S.A. ltzen@mail.nkuht.edu.tw Tai-yihuang@my.unt.edu
- 2. ENTER 2015 Research Track Slide Number 2 Significant contributors to economy Primary source of innovation in EU Hospitality Products Physical products Service delivery Service environment Service products 80% of students will take one online class within 5 years. (37 countries administrators) (Kotler, Bowen & Makens,2003; Walker, 2007; Sciarini, Beck & Seaman, 2013) Hospitality & Tourism Need for the Study
- 3. ENTER 2015 Research Track Slide Number 3 Rapid Growing Decreasing universities 'costs Solving universities’ quality problems Helping students to succeed in the education market Updating content and mortified easy by facilities (Chen, 2010; Cook, 2005; Rosenberg, 2001; Selim, 2007) E-Learning Need for the Study
- 4. ENTER 2015 Research Track Slide Number 4 Four major type of courses have been identified by providers: Academic All online training courses Academic or educational goals Destination Management Organizations (DMOs) National , regional or local To Travel agents and travel operators Corporate Company, institution online training Independent Third party (De Rose, Marchiori, Kalbaska & Cantoni,2014) E-Learning Need for the Study
- 5. ENTER 2015 Research Track Slide Number 5 Research Objective Examining the influence of e-learning on hospitality management students’ perceived behaviors, satisfaction and continuance intentions.
- 6. ENTER 2015 Research Track Slide Number 6 Research Hypothesis H1. Satisfaction H2. Confirmation H3. Confirmation H4. Perceived usefulness H5. Perceived usefulness H6. Perceived ease-of-use H7. Perceived ease-of-use H8. Perceived playfulness H9. Perceived playfulness H1. continuance intention H2. continuance intention H3. satisfaction H4. satisfaction H5. confirmation H6. satisfaction H7. confirmation H8. satisfaction H9. confirmation Positively affects With students
- 7. ENTER 2015 Research Track Slide Number 7 Technology Acceptance Model (TAM)- Modified Ajsen and Fishbein’s Theory of Reasoned Action (TRA) Perceived usefulness Perceived ease-of-Use Moon and Kim (2001) Perceived playfulness – Motivation Bhattacherjee (2001) Information System Continuance Model (ISCM)-Based on expectation confirmation theory (ECT) Satisfaction, perceived usefulness, loyalty incentives
- 8. ENTER 2015 Research Track Slide Number 8 Methodology Respondents: During September, 2012 – December, 2013 200 hospitality management students (136 Valid)- (68% response rate) National Kaohsiung University of Hospitality and Tourism (NKUHT) in Taiwan
- 9. ENTER 2015 Research Track Slide Number 9 Methodology Questionnaire: Two sections Respondents profile Rated their degree of actual experience to use Learning Management System (LMS). Moon and Kim (2001), Bhattacherjee (2001)
- 10. ENTER 2015 Research Track Slide Number 10 Moon and Kim (2001) Perceived playfulness Perceived ease-of-use Perceived usefulness Behavioral intentions to use Bhattacherjee (2001) Continuance intention Satisfactions Perceived usefulness Confirmation
- 11. ENTER 2015 Research Track Slide Number 11 Respondents Profile 39.01% Online e-learning experiences 74.47% Used LMS (Learning Management System) 20.57% Internet Discussion board 9.86% Synchronous online discussion
- 12. ENTER 2015 Research Track Slide Number 12 Reliability and Average Variance Extracted > 0.7 > 0.5> 0.5 > 0.6
- 13. ENTER 2015 Research Track Slide Number 13 Findings Non-significant Not supported
- 14. ENTER 2015 Research Track Slide Number 14 Result
- 15. ENTER 2015 Research Track Slide Number 15 Conclusion Students would have continuance intentions Satisfaction Confirmation Students’ satisfactions and confirmation strongly predicted by Perceived usefulness playfulness Students’ satisfactions – students’ expectations
- 16. ENTER 2015 Research Track Slide Number 16 Conclusion This paper verified that the hospitality Management students can be driven to distance learning type continuously.
- 17. ENTER 2015 Research Track Slide Number 17 Limitation The sample of this study Collected only from NKUHT from 2012 to 2013 Different universities and in the corporations.
- 18. ENTER 2015 Research Track Slide Number 18 Thank you ! Any Questions?
Editor's Notes
- EU- Europe Major differences between hospitality products and others. Providing 37 countries Administrators of Hospitality and tourism programs point out that
- There are four major types of elearning courses which were identified recently in accordance with providers inculding De Rose, M., Marchiori, E., Kalbaska, N., & Cantoni, L. (2014). Independent e-learning offers in tourism and hospitality. in search of a map and possible quality indicators. ELearn Center Research Paper Series, , 45-55. E-learning offers in the tourism and hospitality sector have been investigated recently and four main types of coursed have been identified, according to their provider.
- There are four major types of elearning courses which were identified recently in accordance with providers inculding De Rose, M., Marchiori, E., Kalbaska, N., & Cantoni, L. (2014). Independent e-learning offers in tourism and hospitality. in search of a map and possible quality indicators. ELearn Center Research Paper Series, , 45-55. E-learning offers in the tourism and hospitality sector have been investigated recently and four main types of coursed have been identified, according to their provider.
- Satisfaction has positively affects on continuance intention with the student
- Influence people to use computer and Information system. Continue using service.
- NKUHT was found in 1995 in Kaohsiung city and focused on educating the elites in the hospitality and tourism industry Taiwan with global viewpoint.
- The researcher developed the questionnaire for this study.
- 這個部分僅需報告 Factor loading >0.5 因素負荷量 (效度) Cronbach‘s alpha > 0.7 (信度) AVE >0.5 -Average Variance Extracted; AVE (區別效度)平均變異萃取(AVE)代表觀測變數能測得多少百分比潛在變數之值，不僅可用以評判信度，同時亦代表收斂效度(Discriminate validity)，Fornell ＆ Larcker(1981)建議0.5為臨界標準，表示具有「收斂效度」，由【表四】之平均變異萃取(AVE)值可看出，本研究之AVE介於0.54~0.76，六個構面的平均變異萃取(AVE)皆大於0.5表示具有「收斂效度」。 CR >0.6 (組合信度) Construct Reliability CM test (a convariance Matrix
- 0.411*** < 這個是表示路徑係數的值 以H1來解釋 就是Satisfaction 能夠影響 Continuance Intention 的程度，白話一點就是 滿意度佔有41.1%能夠影響使用者的持續使用意圖。 底下的括號是代表t-value ex. (3.305) *= p<0.05 = t >1.96 **=p<0.01 = t>2.58 ***= p<0.001 = t>3.29 n.S = non significant(不顯著)