Effect of service quality on sustainable motivation: Web-based learning

• Main Authors: Zhone-Yang Wu, 吳忠洋
• Other Authors: An-Hang Chen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/q79a9p

碩士 === 國立臺北商業大學 === 資訊與決策科學研究所 === 104 === With the development of technology and internet, many customs has changed gradually in these years. According to the investigation of using Broadband Global Area Network in 2015, it shows that the usage rate of Taiwanese surfing Internet has up to 80%. The development of Internet has influence a lot in many fields, including e-learning industry. In 2013, the investigation of the output value of e-learning conducted by Ministry of Economic Affairs(R. O. C. ) and Institute for Information Industry found out that the output value of e-learning platform had reached NT$ 3.355 billion, including 77. 72% of the total output value came from website platform. Thus, we can anticipate that the services of e-learning websites will have a great potential in Taiwan. Amaad et. [16] proposed “Learning Quality” as a dependent variable. Their study was to prove that whether explore the role of reliability, responsiveness, assurance, empathy, tangibles and learning environment had any influence in predicting e-learning website’s service quality. But there had no further assessment of user’s intention of continuous usage. However, the purpose of this study is to investigate the direct effect of learning quality on Continuous Use. Another aim was to describe the indirect effect of perceived usefulness and relationship quality(including trust, satisfaction, and commitment) . Questionnaire survey was adopted in this study via online and classroom. We have received 213 responses of effective questionnaires. Besides, we analyzed the validity and regression by using SPSS software. The result of the study shows that the quality of e-learning websites service has a significant influence on perceived usefulness, relationship quality, continuous usage, and the learning content particularly. Further more, perceived usefulness and relationship quality were found to be mediators in the proposed theoretical framework. When putting perceived usefulness and relationship quality together to analyze, we found out that two indirect effects were significant and one direct effect was small and insignificant. The finding supported full mediation. We also found out that the result of remote mediation path(LQ->PU->RQ->CU) was not the main reason of full mediation effect. Based on the result of the research, we suggest that the learning website’s manager should consider the learning environment, including layout, audio/visual effect, accuracy, and quality of learning material when evaluating learning quality. These factors can improve perceived usefulness, relationship quality and intention of using learning website persistently.