Undergraduate Studentsâ?? Adoption of Website-service Quality by Applying the Unified Theory of Acceptance and Use of Technology (UTAUT) in Jordan

Abstract

Websites design and quality becomes a critical success factor especially for Electronic University (E-University) and/or Mobile University (M-University) as a part of E-Government and/or M-Government; because websites are the main interface between the universities and its students and stakeholders. This study presents factors that affect undergraduate studentsâ?? adoption of website-service quality by applying the Unified Theory of Acceptance and Use of Technology (UTAUT) in Jordan. The proposed model was empirically tested using data collected from a survey containing 24 questions. Out of the 450 questionnaires that were randomly distributed, 422 were returned (93.8%). The structural equation modeling technique (SEM), by using the WarpPLS 3.0 software, was used to evaluate the causal model. Results show that student adoption and use of university website services can be predicted from the studentsâ?? behavioral intentions, which are affected significantly by performance expectancy and effort expectancy. The results show that social influence, website quality, and facilitating conditions have no direct significant effect on behavioral intention to use university website services even they have a medium grand mean for the scores of responses statements. Finally, as an ultimate aspiration, it was found that there is a direct effect between behavioral intention and actual behavioral to use university website services. Furthermore, the authors hope that understanding the underlying assumptions and theoretical constructs through the use of the UTAUT will assist developers in building, developing and maintaining a university website.