Adoption of online education channel during the COVID-19 pandemic and associated economic lockdown: an empirical study from push–pull-mooring framework

Abstract

The purpose of the research was to study how the onset of COVID-19 pandemic fuelled shift towards digitalization in the education ecosystem. The study consisted of responses from 316 engineering students collected during the COVID-19 pandemic physical lockdown in India from March to May 2020. The collected data was analysed using structural equation modelling to develop a model for online education in the study context based upon the push–pull-mooring framework. Hayes’ model was used to analyze the effect of the multiple mediators to understand the relationship between the antecedents (Platform knowledge scope, alternative media attractiveness and normative environmental pressure) and switching behaviour for performance. This research contributed to the push–pull-mooring framework theory in the context of a crisis event.