Blended Learning in Business Perspective: the Impact of Information Technology Acceptance on Universities Purchase Intention After the COVID- 19 Pandemic

Abstract

The Covid-19 pandemic has forced students across the Asia Pacific, including Indonesia, to experience e-learning. This research aims to determine the impact of information technology acceptance on purchase intentions of universities that apply blended learning. The research was conducted using the hypothetico-deductive method to achieve these objectives. Two hundred samples were taken randomly from a population of all high school students / equivalent in Indonesia. The cross-section data obtained were analyzed by Structural Equation Modeling (SEM). It is found that the perceived usefulness of information technology does not have a direct effect on purchase intention to universities that apply blended learning. Likewise, the perceived ease of use of information technology does not directly influence the intention to purchase a university that implements blended learning. However, indirectly, through the attitude towards blended learning, the perceived usefulness of information technology has a significant effect on the purchase intention to universities that implement blended learning. The perceived ease of use of information technology also has a significant indirect effect on purchase intentions to universities that apply blended learning through attitudes towards blended learning. The significant indirect effect of the two dimensions of acceptance of information technology is that the attitude towards blended learning can mediate it and has a very large direct effect on the purchase intention of universities that implement blended learning.

Keywords: perceived usefulness, perceived ease of use, consumers attitude, consumers purchase intention