Factors affecting student use of Web-based services: Application of UTAUT in the Pakistani context

Abstract

Purpose

The delivery of information services in higher education is increasingly relying on Web-based systems. The low adoption and underutilization of information systems have been major problems for developing countries such as Pakistan in terms of realizing their full benefits. This study aims to investigate factors affecting student use of Allama Iqbal Open University’s (AIOU) Web-based services by using the Unified Theory of Acceptance and Use of Technology (UTAUT) from the perspective of Pakistani distance education.

Design/methodology/approach

This study has adopted quantitative research design with the UTAUT model as a theoretical framework. A self-completion structured questionnaire-based survey has been administered to 388 master’s level students, selected through systematic sampling from the target population. The response rate was 82 per cent (318). All statistical tests have been performed using IBM SPSS (version 20.0) and Process macro for SPSS.

Findings

Findings of the model’s hypotheses reveal that performance expectancy, effort expectancy and social influence are significant predictors of student behavioural intention to use AIOU Web-based services, whereas actual student use is dependent on facilitating conditions and student behavioural intention to use. The impact of moderating variables with respect to age, gender and experience did not influence the actual use of the Web services. However, the research model significantly measured (62.1 per cent) the actual use of AIOU Web-based services by the students.

Research limitations/implications

This study is delimited to the UTAUT model to investigate the phenomena. Besides this, the context of the study is the voluntary instead of mandatory usage of Web services. A study conducted in mandatory settings, in which students are bound to use Web services, may have different results.

Originality/value

This is the first attempt to apply the UTAUT model to investigate the factors affecting student use of Web-based services from the perspective of distance education and the findings prove strong support for the model.

Citation

Arif, M., Ameen, K. and Rafiq, M. (2018), "Factors affecting student use of Web-based services: Application of UTAUT in the Pakistani context", The Electronic Library, Vol. 36 No. 3, pp. 518-534. https://doi.org/10.1108/EL-06-2016-0129