UNDERSTANDING STUDENTS’ ONLINE LEARNING BEHAVIOR USING UTAUT MODEL – THE CASE OF NORTH MACEDONIA

Abstract

For most of the universities worldwide, online learning was one of the efforts to minimize the spread of Covid-19. However, today, almost two years after this dramatic experience in all aspects of living, working and learning/studying, as the global trend in online learning remains upward. Although some higher education institutions worldwide were shifting in the direction of online content delivery and online learning and before Covid-19, the pandemic both accelerated and forced a more universal move in this direction especially in developing countries. In the country, the online learning was implemented without planned prior preparation. Our educational system faced a state of emergency caused by the pandemic. As such, the experience and lessons learned from this forced adoption of online learning in the country is exceptionally valuable as basis for further improvement and leveraging the potential of online learning. The goal of this paper is to investigate the determinants of students’ behavior in relation to the use of online learning in higher education in the country, on the sample of the Faculty of Economics, Ss. Cyril and Methodius University in Skopje. The basis for the research model in this study is the original Unified Theory of Acceptance and Use of Technology - UTAUT model. This fundamental model examines the crucial predictors/factors of technology adoption like: performance expectancy, effort expectancy, social influence, facilitating conditions, behavioral intention and usage behavior (acceptance). For the purpose of this research, the basic UTAUT model is extended by additional construct - perceived enjoyment recognized as important factor regarding young population technology adoption. Data were collected from more than 120 undergraduates during April and May 2022, while online learning was still undergoing. This research provides relevant theoretical and practical implications by elaborating that the analyzed factors are critical in students’ behavior in relation to the use of online learning in our country context.