Analysis of Factors Affecting User Inclination to use Virtual Education Exhibitions in the Post Pandemic Covid-19 Era: Case Study in Indonesia

Abstract

Social distancing policies during the COVID-19 period have opened a space for interventions in the use of digital technology that was previously rejected by the public. Currently, most of the community activities have been carried out online, including those related to education, such as hosting virtual exhibitions with an educational purpose. Virtual exhibitions (VE) are online exhibitions that display information on specific topics. However, to the best of our knowledge, research on VE in the educational context is still lacking. This study aims to identify the variables that affect users' intentions to attend the virtual exhibition frequently. The channel expansion theory, flow theory, technology acceptance model, and expectation confirmation theory serve as the foundation for the research model that is constructed. The model was tested using data from 321 respondents who had visited VE, then analyzed using Structural Equation Modeling (SEM) with the aid of the SmartPLS application version 3.3.3. The findings show that 11 factors significantly influence the intention to continue using VE, while the other 2 factors have no significant influence. Thus, perceived usefulness has a significant effect on satisfaction and continued use intention to use VE, but not on perceived enjoyment. Furthermore, the perceived ease of use of VE has a significant impact on perceived usefulness and perceived enjoyment. However, media richness does not significantly affect perceived enjoyment. It's just that media richness influences perceived ease of use significantly. Confirmation also has a significant impact on perceived enjoyment, perceived usefulness, and satisfaction. Perceived enjoyment has a significant effect on satisfaction and continued use intention, and satisfaction has a significant effect on continued use intention to use VE. The findings are useful for VE providers and developers in developing a transformation strategy to increase the intention to use VE in every educational exhibition.