Partial Least Squares-based Structural Equation Modelling Research Articles

Mediating role of organizational commitment in learning orientation and performance relationships for cooperatives in Malaysia

This research explores the mediating role of organisational commitment in the relationship between learning orientation and the performance of cooperatives in Malaysia. The study aims to investigate into how learning orientation and organisational commitment interact and collectively influence the performance outcomes of cooperatives. By employing a systematic random sampling technique, data was gathered from 236 small and micro cooperatives across Malaysia. The analysis was conducted using partial least squares-based structural equation modeling (PLS-SEM), a robust statistical method well-suited for examining complex relationships, particularly in studies with relatively small sample sizes. The findings underscore that organisational commitment plays a significant mediating role, enhancing the impact of learning orientation on cooperative performance. This indicates that while a strong learning orientation is essential for cooperative success, its effectiveness is markedly amplified when it is supported by a high level of organisational commitment among members. This suggests that cooperative leaders should prioritize fostering a culture of commitment within their organizations to fully leverage the benefits of a learning-oriented approach. This study contributes to the broader academic discussion by providing empirical evidence from the cooperative sector in a developing country, an area that has been relatively underexplored in previous research. The practical implications are clear where cooperative management should strategically focus on enhancing both learning orientation and organisational commitment to drive better performance outcomes. Moreover, this study sets the stage for future research to investigate these dynamics in various cultural and organisational contexts, thereby broadening the applicability of the findings beyond the Malaysian cooperative sector.

Exploring the Impact of Technology Readiness and Innovation Resistance on User Adoption of Autonomous Delivery Vehicles

Advancements in technology have made autonomous delivery vehicles (ADVs) a feasible option for “last-mile” delivery, improving logistic efficiency in the global digital age. The promotion and popularization of ADVs must be based on widespread user acceptance. This study combines the technology readiness theory and innovation resistance theory to construct a research model to explore the key factors influencing users’ use and recommendation of ADVs. We collected 349 valid samples through a questionnaire survey and used partial least squares-based structural equation modeling (PLS-SEM) to validate the model. The results showed that (1) positive technology readiness reduces users’ perceptions of value barrier, tradition barrier, and image barrier, while negative technology readiness increases users’ perceptions of the five categories of innovation barriers: usage barrier, value barrier, risk barrier, tradition barrier, and image barrier; (2) users’ intention to use and recommend ADVs is negatively affected by the usage, value, and tradition barriers; (3) users of different genders have varying perceptions of the relationship between technology readiness, barrier factors, and the decision to use ADVs. This study reveals the influencing factors that hinder users from using and recommending ADVs and their functioning mechanisms from the perspective of barriers and examines the impact of gender differences between males and females. The study enriches the empirical research in ADVs, providing theoretical support and practical guidance for logistics companies and the government to develop autonomous delivery technology and publicize and promote ADVs.

Hedonic consumption of virtual rides entertainment service: a multi-method perspective: SEM and fsQCA

PurposePrior studies have put much emphasis on using the uses and gratification (U&G) theory to find out why people use games, social media, the Internet, e-shopping, etc. Despite past research efforts, the root causes underlying this phenomenon still need to be discovered as to why people use interactive virtual rides (vrides) entertainment services, especially when incorporating the hedonic consumption perspective (i.e. playful-consumption experiences). Considering the knowledge gap in the vrides’ context, this study aims to use the UGT to find out why people use the vrides entertainment service from a hedonic consumption point of view.Design/methodology/approachWith 217 usable responses, the research model was tested using partial least squares-based structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA).FindingsFindings reveal that only perceived enjoyment, arousal and sensory experience derive continuous intention behavior to consume vride entertainment service. Findings using the fsQCA revealed multiple causal configurations for the proposed outcome.Originality/valueThis study contributes to extending the assumption of UGT via incorporating the hedonic consumption perspective to explore the potential motives and intention to consume vrides entertainment services. Our study also discusses the important theoretical/practical implications of our findings. Besides, this study is unique because it shows both symmetrical and asymmetrical connections that help us understand why people keep using vrides entertainment service.

The Power of Tax Authority and Tax Compliance: Does Tax Literacy Matter?

Purpose: Our research aims to prove the influence of tax authority power (coercive and legitimate), tax morality, perception of fairness, and religiosity on tax compliance. Also, we test the moderating effect of tax literacy on the influence of the relationship between perceived fairness and coercive power on tax compliance. Methods: This research used 199 respondents determined by convenience sampling, snowball sampling technique. Data were analyzed using Partial Least Squares based Structural Equation Modeling (PLS-SEM). Result: We report that legitimacy power, tax morale, and religiosity positively influence tax compliance. On the other hand, coercive power and perceived fairness do not influence tax compliance. Moreover, our study reports that tax literacy has a role in reducing the influence of perceived fairness on tax compliance. Novelty: Our study contributes to expanding literature in two important ways. First, we re-examined the influence of the power of tax authority on tax compliance of university employees who experienced a change in university status from a public university to a state university with legal entity status (PTN-BH)-causing a change in tax rates. Second, we expand the slippery slope framework by proving the role of tax literacy in increasing the influence of the power of tax authority on tax compliance.

Risk culture and employee performance for optimal organizational success: the mediating role of employee satisfaction and employee engagement

PurposeThis paper aims to investigate the impact of risk culture on employee performance by exploring the mediating roles of employee satisfaction and employee engagement in the relationship between risk culture and employee performance.Design/methodology/approachThe study employed partial least squares-based structural equation modeling (PLS-SEM) to assess both the direct effects and mediation effects, using a sample of 311 employees from the banking and insurance sectors. In contrast to PLS-SEM, a fuzzy set qualitative comparative analysis (fsQCA) technique was also applied to discern the causal configurations that lead to improved employee performance.FindingsThe findings revealed a significant direct effect of risk culture on employee performance, employee satisfaction and employee engagement. The findings also revealed that employee satisfaction significantly mediated the relationship between risk culture and employee performance, whereas the mediating role of employee engagement is partially significant. The fsQCA findings illustrated that a diverse combination of risk culture dimensions, employee satisfaction and employee engagement can result in enhanced employee performance.Practical implicationsThis study provides important implications for the banking and insurance industries, suggesting that organizations should prioritize the development of a strong risk culture to improve employee-related outcomes such as performance, satisfaction and engagement, which are key factors for achieving optimal organizational success.Originality/valueThe paper specifically highlights the importance of integrating risk culture into human resource management, providing valuable insights for organizations seeking to enhance their risk management practices and culture.

The Dark Side of Metaverse: A Multi-Perspective of Deviant Behaviors From PLS-SEM and fsQCA Findings

The metaverse has created a huge buzz of interest because such a phenomenon is emerging. The behavioral aspect of the metaverse includes user engagement and deviant behaviors in the metaverse. Such technology has brought various dangers to individuals and society. There are growing cases reported of sexual abuse, racism, harassment, hate speech, and bullying because of online disinhibition make us feel more relaxed. This study responded to the literature call by investigating the effect of technical and social features through mediating roles of security and privacy on deviant behaviors in the metaverse. The data collected from virtual network users reached 1121 respondents. Partial Least Squares based structural equation modeling (PLS-SEM) and fuzzy set Qualitative Comparative Analysis (fsQCA) were used. PLS-SEM results revealed that social features such as user-to-user interaction, homophily, social ties, and social identity, and technical design such as immersive experience and invisibility significantly affect users’ deviant behavior in the metaverse. The fsQCA results provided insights into the multiple causal solutions and configurations. This study is exceptional because it provided decisive results by understanding the deviant behavior of users based on the symmetrical and asymmetrical approach to virtual networks.

Predicting Transfer of Generic Information Literacy Competencies by Non-Traditional Students to Their Study and Work Contexts: A Longitudinal Perspective

Rapid developments in contemporary societies not only ask for lifelong learning but increasingly also for training in generic competencies suitable for multiple contexts and life stages. An indicator of training success is the transfer or application of new learning, a longitudinal process influenced by various theory- and evidence-based factors. The present study combined a multi-contextual and longitudinal approach by investigating non-traditional distance education students’ intention to transfer newly acquired generic information literacy competencies to their study and work contexts before, directly after, and three months after training. Three surveys, using a combination of Ajzen’s theory of planned behavior and Holton et al.’s Learning Transfer System Inventory model, measured the influence of performance outcomes expectations, organizational openness to change, and performance self-efficacy on intention to transfer and transfer behaviour. The participants were 82 adult educational professionals enrolled in an online information literacy course at the Open University. Partial least squares-based structural equation modelling (PLS-SEM) confirmed the value of employing a multi-contextual and longitudinal approach within this specific setting. Furthermore, notably, self-efficacy appeared to predict pre-training intention in both study and work contexts and transfer behaviour in the work context. Educational implications, limitations, and directions for future research are discussed.

Exploring the critical success factors of information security management: a mixed-method approach

Purpose Effective information security management (ISM) contributes to building a healthy organizational digital ecology. However, few studies have built an analysis framework for critical influencing factors to discuss the combined influence mechanism of multiple factors on ISM performance (ISMP). This study aims to explore the critical success factors and understand how these factors contribute to ISMP. Design/methodology/approach This study used a mixed-method approach to achieve this study’s research goals. In Study 1, the authors conducted a qualitative analysis to take a series of International Organization for Standardization/International Electrotechnical Commission standard documents as the basis to refine the critical factors that may influence organizations’ ISMP. In Study 2, the authors built a research model based on the organizational control perspective and used the survey-based partial least squares-based structural equation modeling (PLS-SEM) approach to understand the relationships between these factors in promoting ISMP. In Study 3, the authors used the fuzzy set qualitative comparative analysis (fsQCA) method to empirically analyze the complex mechanisms of how the combinations of the factors affect ISMP. Findings The following three research findings are obtained. First, based on the text-based qualitative analysis, the authors refined the critical success factors that may increase ISMP, including information security policies (ISP), top management support (TMS), alignment (ALI), information security risk assessment (IRA), information security awareness (ISA) and information security culture (ISC). Second, the PLS-SEM testing results confirmed TMS is the antecedent variable motivating organization’s formation (ISP) and information control (ISC) approaches; these two types of organization control approaches increase IRA, ISA and ALI and then promote ISMP directly and indirectly. Third, the fsQCA testing results found two configurations that can achieve high ISMP and one driving path that leads to non-high ISMP. Originality/value This study extends knowledge by exploring configuration factors to improve or impede the performances of organizations’ ISM. To the best of the authors’ knowledge, this study is one of the first to explore the use of the fsQCA approach in information security studies, and the results not only revealed causal associations between single factors but also highlighted the critical role of configuration factors in developing organizational ISMP. This study calls attention to information security managers of an organization should highlight the combined effect between the factors and reasonably allocate organizational resources to achieve high ISMP.

How do leaders’ political influence tactics affect dissent, cynicism and negligence? A research into medical representatives in Turkey

The primary objective of this study was to investigate the influence of leaders' deployment of Political Influence Tactics (PIT) on the manifestation of articulated/upward dissent and negligent behavior among employees, with a specific focus on the mediating role of employee cynicism (EC). The study was theoretically grounded in both Psychological Contract Theory and Independent-Mindedness Theory. Data for this investigation were collected through surveys from a sample of 308 medical representatives in Turkey. The collected data underwent rigorous analysis employing the Partial Least Squares Based Structural Equation Modeling (PLS-SEM) method with the assistance of the SMART PLS 3.3.3 software. The findings of this study revealed that EC serves as a partial mediator in the relationship between pressure and ingratiation tactics and employee negligence. Notably, existing research within the realm of organizational politics often centers on Perceptions of Organizational Politics (POP), which encapsulates the subjective aspect of perceiving politics within an organization. In contrast, there has been relatively limited exploration into PIT, which adopts an objective standpoint. Furthermore, this study represents a pioneering effort as it identified a gap in the existing literature where no prior research has directly assessed the linkages between PIT and other key variables within the proposed model, namely cynicism, negligence, and articulated/upward dissent. Consequently, this study is poised to contribute significantly to the organizational politics and organizational behavior literature by addressing this notable gap.

Developing and validating a cashless transaction adoption model (CTAM)

Purpose This paper aims to develop and validate a cashless transaction adoption model (CTAM) that integrates all essential elements to investigate the adoption of “cashless transactions (CLT)”. Design/methodology/approach The researchers surveyed 375 respondents from each of Bengaluru’s eight zones in India. In addition, using the respondents’ replies, a “partial least squares-based structural equation modelling (PLS-SEM)” technique was used to analyse the relationship between the components. Findings The results of CTAM reveal that 12 independent variables explain 84.7% of the variation in behavioural intention to adopt CLT. In addition, performance expectancy is the strongest predictor of users’ intentions to embrace CLT, followed by perceptions of the economy’s security and economic offence reduction, social influence, perceived trustworthiness, the expected level of effort and innovativeness. Furthermore, in terms of impediments, perceived risk and cost are the negative influence factors that affect behavioural intention to adopt CLT. Originality/value The research successfully developed and validated a comprehensive CTAM that integrates essential elements to investigate the adoption of CLT. Consequently, this research, for the first time, elucidates the precise role of “Perceived Economic Offense Reduction (PEOR)”, “Perceived Economic Benefit (PEB)” and “Perceived Economy’s Security (PES)” in influencing individuals’ behavioural intentions towards adopting CLT. Accordingly, this CTAM offers a more in-depth explanation than any other research for understanding why individuals embrace CLT systems.

The ADEPT service quality model and distinct perceived value for strategic marketing management: the moderating effect of knowledge-learning experience

PurposeThe first purpose of this study is to identify the suitability of a framework that includes ADEPT (i.e. ambience, delivery, environment, product and technology) service quality constructs, distinct perceived value and customer satisfaction. The second purpose is to not only observe specified connectivity in a comprehensive and complex structural model but also reveal key mediators for better linkages. The third purpose is to detect any moderating effects of the knowledge-learning experience between ADEPT constructs and satisfaction.Design/methodology/approachThe causal relationships, mediating effects and moderating effects were analyzed using partial least squares-based structural equation modeling (PLS-SEM).FindingsBased on the ADEPT value-added framework, the higher the ADEPT service quality constructs, the more satisfied the general attendees are through the distinct mediating role of perceived value. Moreover, the influence of service delivery on satisfaction is strengthened with high-level knowledge-learning experiences.Originality/valueThe optimized fit of the ADEPT service quality constructs that are significantly linked to distinct perceived value was theoretically conceptualized and empirically identified in this work. The complex connections and degrees of significant influence throughout the entire process of the ADEPT constructs, distinct perceived value and satisfaction serve here as the basis (i.e. framework) for establishing strategic marketing management in exhibitions. Furthermore, the knowledge-learning experience acts as a key moderator to further increase satisfaction.

The sweet escape to metaverse: Exploring escapism, anxiety, and virtual place attachment

The metaverse is an emerging area of research and has a lot of potential in providing individuals with an alternate place of inhabitation. The importance of metaverse escapism although has been discussed in current literatures, but what can be its drivers and consequences is unclear. From a theoretical perspective, escapism can be modelled in two way: cause-based (positivist) and effect-based (negativist). In this work we propose a positivist approach by theorizing how different types of real-life problems (autonomy, competence, and relatedness) will drive metaverse escapism, fostering attachment with this virtual place. We collect 585 responses from users of VR-based metaverse applications like Horizon World, VR Chat, etc. The results are analysed using Partial Least Squares based Structural Equation Modelling (PLS-SEM) technique. We found that only autonomy and competence problems lead to metaverse escapism, and further to virtual place attachment. Metaverse escapism acts like a full mediator in the link between real-world problems and virtual place attachment. Likewise, anxiety positively moderates the relationship between competence problem and escapism, but negatively moderates the relationship between autonomy problem and escapism. Our work contributes to the metaverse literatures by identifying those who are likely to engage in metaverse escapism. Our model explains 60.4% of the variance in virtual place attachment, indicating the practical significance of identifying the correct targets and fostering their attachment with this virtual world.

Data-driven digital transformation and the implications for antifragility in the humanitarian supply chain

Digital technologies often create confusion among donors involved in the humanitarian supply chain (HSC). Specifically, donors are unsure about whether to rely on their application. Moreover, while studies have continuously discussed improving resilience in HSC, scant studies have sought to improve antifragility in the HSC. Hence, this study aimed to investigate the impact of donor confidence in digital technology on antifragility in the HSC through the mediating influence of digital technology applications in sourcing, material flow, and distribution, with trust in digital technologies and perceived overall effective digital technology governance playing moderating roles. The theoretical model was developed using resource dependence theory. Primary data were collected by surveying 296 nongovernmental organizations (NGOs) involved in humanitarian operations. To test the measurement and structural models, partial least squares–based structural equation modeling (PLS-SEM) was applied in SmartPLS. The data supported all of the hypotheses. This study bridges the gap between theory and practice by highlighting that digital technology application in sourcing, material flow, and distribution is a critical mediator in building an antifragile HSC. Moreover, donor confidence in digital technologies is critical, which NGOs should keep in mind when making any digital technology-related decisions. They should focus on improving trust in digital technologies as well as the perception of the effectiveness of digital technology governance to remove obstacles related to digital technology applications for digital transformation in the HSC.

Identify the effect of government regulations on the live streaming e-commerce

PurposeOn December 20, 2021, Viya, a social media influencer (SMI) with the largest number of followers in China, was exposed for having evaded RMB 643 million in taxes during 2019 and 2020. Consequently, she was fined a total of RMB 1.341 billion by the tax authorities. While the strict government regulations demonstrated in the Viya event may build confidence in the consumers for future purchases, the exposure of issues and problems through implementation of the stronger government regulations may warn consumers off. Thus, the main objective of this paper is to examine the effect of government regulations on consumers' usage intentions of live streaming e-commerce by taking the Viya event as an example.Design/methodology/approachThe authors consider both the positive effect of consumers' perceived benefits of the government regulations and the negative effect of their perceived risks of the Viya event on the usage intentions of live streaming e-commerce. After collecting 314 subjects with diverse gender, ages, education levels and income profiles, the data are processed by partial least squares-based structural equation modeling (PLS-SEM) and SmartPLS software.FindingsThe results demonstrate that strict government regulations can build trust in consumers of live streaming e-commerce by increasing the perceived benefits of restricting the behavior of SMIs. Among the potential perceived risks (social risk, safety risk and psychological risk), the safety risk is supported to have a negative effect on consumers' trust in live streaming e-commerce platforms. Besides, the authors have also identified different types of usage intentions in live streaming e-commerce, i.e. watching intention and purchase intention, and have empirical support for the positive relationships between the consumers' trust in live streaming e-commerce platforms and different usage intentions.Originality/valueThe authors' findings contribute to the application of commitment-trust theory, institutional theory and organizational control theory in the context of the live streaming e-commerce industry. Particularly, the authors use the Viya event as an example to quantitatively examine the effects of strict government regulations, which enriches the existing literature on this topic.

Is safety education in the E-learning environment effective? Factors affecting the learning outcomes of online laboratory safety education

Safety education is essential to prevent accidents and casualties in modern society. The coronavirus disease (COVID-19) pandemic has increased the importance of e-learning in safety education. However, there is limited research on the effectiveness of this type of education. This study aims to develop a model that predicts the factors affecting the learning outcomes of safety education in an e-learning environment. An online survey of research workers who participated in laboratory safety education at a university was conducted to empirically test the developed model. Partial least squares-based structural equation modeling (PLS-SEM) was used for analysis and hypothesis testing. Face-to-face interviews were conducted to supplement the findings. The results revealed the following. (1) Intention to use online laboratory safety education (OLSE) was significantly and positively predicted by attitude toward online education and satisfaction, but not by attitude toward safety education. (2) Respondents preferred safety education through e-learning not because of its effectiveness, but to avoid the stress and inconvenience of traditional training. (3) Negative perceptions of education and lack of motivation to learn are the root causes of low effectiveness. The findings revealed the current status of OLSE with deficient learning effects and learners' negative perceptions. This study identifies the adverse effects of mandatory safety education in e-learning environments. This study provides insights into the low effectiveness of mandated online safety education and argues for the need to increase learner motivation and improve legislation. We suggest several practical implications to improve the effectiveness of such education.

Understanding the privacy protection disengagement behaviour of contactless digital service users: the roles of privacy fatigue and privacy literacy

ABSTRACT Contactless digital service (CDS) users show different degrees of privacy protection disengagement when facing privacy invasion. This study tries to explore the factors that motivate CDS users to engage in privacy protection disengagement when facing privacy invasion based on the stimulus-organism-response (SOR) framework and regulatory focus theory. Data collected from 328 Chinese contactless digital menu service (CDMS) users are analysed via partial least squares-based structural equation modelling (PLS-SEM). The results show that privacy invasion indirectly affects privacy protection disengagement through partial mediation of privacy fatigue and privacy literacy. Moreover, the relationships between privacy fatigue/privacy literacy and privacy protection disengagement are moderated by a prevention focus. The results of this study provide a reference for CDS providers and policy-makers on how to reduce privacy invasion in CDSs and promote the healthy development of CDSs.

Would you forgive me? From perceived justice and complaint handling to customer forgiveness and brand credibility-symmetrical and asymmetrical perspectives

This empirical study uses signaling theory to develop a model to investigate the interrelationships between complaint handling, perceived Justice, customer forgiveness, and brand credibility. Data from airlines (Nsample1 = 262) and hotels (N sample2 = 248) were collected. Partial Least Squares based structural equation modeling (PLS-SEM) and fuzzy set Qualitative Comparative Analysis (fsQCA) were used to test the research model. Findings (PLS-SEM) indicate that perceived justice significantly impacts customer forgiveness and brand credibility for airline and hotel customers in both the magnitudes of service failure. Findings (fsQCA) revealed multiple causal configurations for both samples. This study is exceptional as it provides symmetrical and asymmetrical associations to understand better how brand credibility develops following pandemic-related service failures and recovery across hotel and airline services.

Motivating green behaviour in Bangladeshi employees: Self-determination theory application

Academic research indicates that Bangladesh has relatively low levels of employee green behaviour. Developed and developing nations worldwide have raised environmental awareness within their workforces in response to the alarming rate of environmental deterioration caused by human activities. This study looks into potential links between the motives (intrinsic and extrinsic), green behaviour, and attitudes of Bangladeshi employees. A theoretically supported framework has been developed using self-determination theory. Purposive sampling was used for this survey on Bangladeshi financial institutions (private banks). Data were analyzed using partial least squares based structural equation modeling (PLS-SEM). The findings propose that employee green attitude mediates the relationship between intrinsic motivation and employee green behaviour. Employee green attitude (EGA) also mediates the relationship between employee green behaviour (EGB) and introjected, identified, integrated, and external regulation (external motivation). The outcomes display a negative relationship between introjected regulation and employee green behaviour as well as external regulation and employee green behaviour, contradicting other research. In Bangladesh, EGA and EGB are understudied; therefore, this research has significance. This research will assist the international community in addressing environmental, social, and economic concerns for a more sustainable future.

What (de) motivates customers to use AI-powered conversational agents for shopping? The extended behavioral reasoning perspective

Artificial Intelligence (AI)-powered conversational agents have become ubiquitous tools in the digital transformation of conventional customer-company interactions. Despite the widespread implementation of Artificial Intelligence (AI)-powered conversational agents, there is still a limited understanding of how customers use and resist these technologies for shopping. To address this gap, this study investigates factors that influence the usage and resistance of AI-based conversational agents for shopping using the extended behavioral reasoning theory (BRT) and partial least squares-based structural equation modeling (PLS-SEM). To test the proposed framework, this study conducted two empirical studies in South Korea. Study 1 focused on text-based chatbots with a sample of 232 participants, while Study 2 examined voice-based chatbots with a sample of 234 participants. The results of the both studies mainly supported the hypotheses driven by the extended BRT. Theoretically, this study contributes by offering a comprehensive understanding of customer motivation, attitudes, and behavioral intentions toward the use of AI-powered conversational agents in shopping. Managerially, this study provides important insights for retail managers and developers of AI-powered conversational agents for shopping. By understanding the factors that drive customer usage and resistance, managers, and developers can better design and deploy these innovative technologies to enhance the customer experience and improve business outcomes.

The role of Internet security awareness as a moderating variable on cyber security perception: Learning management system as a case study

The purpose of this study is to investigate the influence of different dimensions of cyber security perception on university students’ attitudes towards using a learning management system (LMS) and to what extent these relationships can be moderated by Internet security awareness. To accomplish this, an extensive review of technology adoption literature has been conducted, and a theoretical model was presented. The study applied a quantitative-based approach that used a survey questionnaire to collect 261 responses from college-level students in the Kingdom of Saudi Arabia. To test the research model, the researcher used SmartPLS version 3 which applies partial least squares-based structural equation modeling (PLS-SEM). Analysis showed that perceived privacy, trust in the Internet, trust in the university, and perceived cyber risk are key influencers factors on attitude and that all these correlations are moderated by Internet security awareness except for the association between trust in the university and attitude. The outcome of the study contributes to academia by enriching the existing literature on technology adoption in educational settings. The results also benefit practitioners and policymakers in terms of enhancing the awareness of LMS users which in turn leads to a better attitude towards system use.