The effect of students´ attitude on acceptance of and satisfaction with a skype-based e-learning system

Abstract

This paper provides a conceptual model that integrates both utilitarian- perceived ease of use and perceived usefulness -- and hedonic –playfulness- drivers of attitude towards Skype-based e-learning tool. The effect of attitude on users’ acceptance of and satisfaction with the technology is also analyzed. We test our proposed model using the regression analysis of data collected from an experiment where 43 undergraduate students from USA and Spain worked in pairs using Skype to improve their language and intercultural communication skills. Results provide a holistic view on the relationships among consumer beliefs about technology, attitude, students’ acceptance and satisfaction with the Skype. The application of these factors in the USA and Spanish markets allows comparisons to be made with studies done in other countries with different e-learning adoption rates. Theoretical and managerial implications are provided to conclude this study