Examining Factors Influencing Webinar

Adoption Using UTAUT Model (Case Study at

Distance Learning Program, ABC University,
Bandung-Indonesia 2016)
Indrawati, Muhammad Nicky Has
Master of Management, Economic and Business Faculty, Telkom University, Jl. Gegerkalong Hilir 47,
Bandung, Indonesia.
Abstract—Colleges and universities are entering a new age where
learning is a new form of education with new technology. If
the learning process is no more within the classroom. This used correctly, distance learning holds a great promise for
learning is enriched by new instructional technologies and online education. A frequently cited advantage of distance learning is
interaction that enables the spectrum of in-classroom through the potential reduction of financial burdens for colleges,
distance learning. Students benefit from the ability to choose the universities and other educational institutions. It has potential
mix of course types that best fits their learning style and of broadening access to education, providing new learning
availability of time. The primary contribution of this research is
environments, individual development, knowledge and
identifying the influencing variables of students’ intention on
adopting webinar technology. The study was conducted by giving awareness of learners in context and the important of
a questionnaire to 170 students who expressed in writing their understanding the learner’s perspective (Harper et al., 2004).
willingness to be respondents and some of the students through The researcher believes that there should be empirical research
deep interview. The reliability of the questionnaire is tested by the on studying about the students’ intention of using the
Cronbach’s Alpha technique, the Validity testing by Pearson technology.
Product Moment Correlation technique using SPSS 17. The
analysis technique to test the hypothesis based on Partial Least
Square Structural Equation Modelling (PLS SEM) by using I. PROBLEM STATEMENTS AND PURPOSE OF THE STUDY
SmartPLS 2.0. The result shows that the propose model of ABC University is a private university in Bandung that
performance expectancy, effort expectancy, social influence, conduct distance learning program. It has 170 total students
facilitating condition, attitude toward behavior, content quality and most of the students are employees in companies. The
and pedagogy have strong predictive power for measuring the
students’ behavioral intention with R2=61%. Behavioral intention
students are lived and work in different regions, so it is with
has strong predictive power for measuring the students’ use the campus location. Students location illustrated in Figure 1:
behavior with R2=52%. Following to the results, one of the
challenges of distance learning program is the distance between Figure 1: Segmentation of Students live based on location
the students and the lecturers. The researcher believes that the
distance makes the communication has bigger possibility for any
distraction and the engagement between students and lecturer are 70 63
lesser than in conventional class. 60
50
Keywords: Webinar Adoption, Distance Learning 40 31
30 19
INTRODUCTION 20 15
10
10 5 2 3 1 1 4 1 4 4 1 1 3
1 1
“The internet is a technology that educates users. Internet 0
usage in the education sector is urgently needed in connection
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with the improvement of the quality of human resources to

support the learning process in real time and without being
limited by distance” (Castells, 2014, p. 7). By the time
following, ICT technology is getting smaller and cheaper,
software is getting more interactive and the society is getting
more advances to communicate. Society tends to be Distance learning is aiming for the workers who have obstacles
connecting, creating and contributing in the aspects of for distance and having uncertainty schedule on following the
thinking. At the end, it results of new paradigm of education conventional class. Following the thus condition, the existence
where taking education could be anytime and anyplace through of distance learning as the solution on matching between work
distance teaching (Universitas Terbuka, 2015). Distance schedules and colleges. During the program, the researcher
also found that there is lack communication between students Based on the data in figure 2, the result of the survey is it has
and the lecturers. This condition could be happened because the same result with table 1. The result indicate that there
there is gap barrier of distance to communicate. Based on the should be an improvement for the aspect of the infrastructure
institution survey for knowing the respondents’ opinion because of students sometimes get technical problems regards
regards the program, the result of the survey as follows: network, hardware or the software. This data shows that,
beside the existence of the good infrastructure, students need
Table 1: Result of the program survey for the good administrator support (program assistant) to help
the students if there is a technical problem and also inform
No. Questions survey of academic services and % students regularly about the assignments, college material and
infrastructure of distance learning program everything regards college.
General aspect Based on the problem explain previously, the researcher
1. Quality of lecturing through distance learning 70% believes that it is important to conduct research on examining
program delivered by the institution. influence factors on motivating students’ intention in using
Materi perkuliahan webinar application. This study is based on Modified Unified
2. Quality of the college materials that explained 76% Theory of Acceptance and Use of Technology (UTAUT). The
by the lecturer through distance learning objective of the study is to examine the variables in Modified
program. UTAUT model that would influence the students’ intention
3. The easiness of access towards the college 62% and test whether the differences on age and gender had
materials delivered by the lecturers. impacted on the relationship of the variables. The study was
4. The college materials that delivered by the 67% conducted in ABC University with 170 distance learning
lecturers are easy and complete to access. students, region of Bandung. The amount of the sample is all
Manfaat & Pemahaman the population of distance students.
5. Benefits of the college assignments on 77%
enhancing the students understanding toward II. LITERATURE REVIEW AND CONCEPTUAL MODEL
the college materials. In research of Graham (2006) blended learning is a
6. The understandings of students get through 80% “buzzword” that is still ambiguous. According to the
distance learning program. researches of Graham, 2006; Rooney, 2003; and Young, 2002
Pengajar (as cited in Graham, 2006), the definition of blended learning
7. The lectures can create good lecturing class 82% systems is as a combination of face-to-face instruction with
through distance learning program. computer-mediated instruction. Blended learning is the result
8. The ability of lecturers on lecturing through 75% of the convergence of two archetypal learning environments:
distance learning program. distributed environments that have been strengthened the
9. The quality of video, audio, and electronic 60% communication and interaction features of new technologies
devices on supporting the lecturing process. (synchronous and asynchronous) and the traditional face-to-
face learning environment (Graham: 2006). Blended learning
Based on the data described in table 1, the data shows that used in network so that it can become as distance learning. The
point 3, 4 and 9 is the lowest aspects and they are needed to be technology can support the condition is webinar or web
improved more. The respondents’ opinions toward the quality seminar. The webinar is a concept that describes web-based
of college material and the infrastructure are not good with the meetings using conferencing systems that some universities
point average of 60%. Based on the data in table 1, the have adopted to support blended learning. A webinar offers an
researcher confirming that data by conducting survey on seeing interactive learning context distributed across time and space
what aspect is needed to be improved of the distance learning (Lakhal et al, 2014). The uses of webinars are relying on
program. The result of the survey as follows: commercial application such as WebEx, Ready/Talk,
Microsoft GoMeeting, TeamViewer and UmeetMe. The
webinars were first used organization for training purposes.
Figure 2: Students’ critics towards distance learning aspects This study reviewed literature used in technology or services
600
2016 based on technology acceptance researches to find the variable
400 that influence the students’ intention. This study found 11
main models or theories usually used in technology or services
534 493 based on technology researches, starting from Diffusion of
200 361
298 Innovation (DI), Theory of Reasoned Action (TRA), Theory
0 Planned Behavior (TPB), Technology Acceptance Model
(TAM), Motivation Model (MM), Combine Theory of Planned
Quality of College Material Lecturing Quality Behavior and Technology Acceptance Model (C-TPB-TAM),
Model of Personal Computer Utilization (MPCU), Diffusion of
Administrator Support Infrastructure
Innovation Theory (DIT), Social Cognitive Theory (SCT),
Unified Theory of Acceptance and Use of Technology
(UTAUT), and Unified Theory of Acceptance and Use of Figure 3: The proposed model
Technology Extended 2.
This study to predict the students’ intention toward the use of
technology, thus the researcher believes that it would be
suitable to use the UTAUT on measuring the students’
acceptance on using the distance learning technology. Original
UTAUT consist of four of independent variables; performance
expectancy, effort expectancy, social influence, facilitating
condition and four of moderating variables of age, gender,
experience and voluntaries of use. Based on the results of
discussion with students and lecturers as the players in the
industry and other research literatures, the UTAUT model in
this study had been modified by adding variables of Attitude
toward Behavior, Content Quality, and Pedagogy.
According to Zhou (2013) stated that content quality is a set of
evaluation standard that are inherently “value” driven, as they
reflect the content attractiveness, timeliness and
personalization. Content Quality is important considering half
The definition of variables and items used to measure the
of the course delivered in asynchronous, students should be
variables in this study adopted from several previous
provided in good of content quality for college materials and
literatures. The operationalization of variables is shown in
the slideshow of the materials that easy to understand, the fast
table 2:
services of the campus administrator regards college
information. Pedagogy variables is added into the model Table 2: Operational Variables
consider that distance learning is studying where the teachers
and students are separated in far distance, the self-management Varia Definition Items
learning and the comfort self-learning are important things for ble
the students to have refer to the definition pedagogy as self-
management learning, trust among expertise and comfort self- PE The degree 1. I’ll find the application useful in
learning. Attitude toward behavior is defined as a mediating to which an my learning activities.
affective response between usefulness and ease of use beliefs individual 2. Using the system would improve
and intentions to use a target system (Phuangthong & believes that my learning performance.
Malisawan, 2005, p. 17.3). Seeing computer screen or mobile- using the 3. Using the application can
phone screen could lead to tiredness and boredom. This new system will decrease the time needed for my
types of study has possibility of many destruction to make the help him or learning process.
students loss of focus and less attention to the lecture. The 4. Using the application enhances
her to attain
researcher believes that the attitude and feeling of the students my effectiveness of my learning
gains in
when using webinar technology should is important aspect for performance.
performance
the intention on using the technology.
The researcher eliminated the moderating variables of (Venkatesh,
experience and voluntariness consider that webinar technology 2003).
is the only solution on supporting the distance learning EF The degree 5. Learning to operate the
program and the use of technology is a must in this program. of ease application (Umeetme & Team
Experience is eliminated consider that the students has equal associated Viewer) will be easy for me.
experience to have on adopting the distance learning with the use 6. It does not take long time to
technology. of the learn to use the webinar
As can be seen in figure 3 , the proposed model of this study system application based on my needs.
had seven of independent variables; performance expectancy (Venkatesh, 7. It’ll be easy for me to become
(PE), effort expectancy (EF), social influence (SI), facilitating 2003). skillful at using the application.
condition (FC), attitude toward behavior (ATB), content 8. My interaction with the
quality (CQ), and pedagogy (P), one intervening variable; application will be clear and
behavioral intention (BI), one dependent variable; use behavior understandable.
(UB) and two moderating variables; Age and Gender. The SI The degree 9. My friends suggest me to use the
proposed model of as follows: to which an webinar application in my study.
individual 10. My family supports me to use
perceived the webinar application in my
that study.
 important 11. My supervisors support me to extent to enhancing my understanding.
others use the webinar application in which 26. I can learn anytime by using
believe he or my learning. individual webinar application.
she should 12. I am proud to use webinar perceives he 27. I can learn in anyplace by
use the new application in my learning. or she using webinar application.
system believes the 28. Using webinar applications
(Venkatesh, usefulness of gives me a chance to balance
2003). video and between my working time and
audio of learning time.
FC The degree 13. I have the knowledge
lectures,
to which an necessary to use the webinar
self-
individual applications.
management
believes that 14. There was a guidance on how learning,
an use the webinar applications. time shifting
organization 15. There is an operator helps me (Harper et
al and when there are technical al., 2014).
technical problems in webinar BI Behavioral 29. I intend to use the webinar
infrastructur applications during the course. intention applications in future sessions.
e exists to 16. The webinar applications are consistent 30. I will use webinar
support use compatible in my mobile devices with the applications more frequently.
of the (smartphone / computer tablet. underlying 31. Whenever possible, I intend
system theory is to use webinar applications in
(Venkatesh, perceived to my job.
2003). hold for all 32. To extent the possible, I
ATB An 17. Using webinar application is of the would use webinar application in
Individual’s a good idea. intention mobile devices (smartphone &
positive or 18. The process of using the models computer tablet).
negative webinar application is pleasant. (Olatubosum
feelings 19. The use of webinar et al., 2014).
(evaluative application a good choice for my UB Use 33. I use webinar application
affect) about learning needs. behavior every day.
performing 20. I like using webinar
the target was 34. I use webinar application
application for my learning. measured more than 3 hours a day.
behavior
(Fishbein users’ actual 35. I only use webinar
and Ajzen, frequencies applications for my learning.
1975) of 36. I only use webinar
technology applications for my work.
CQ content 21. The audio of the webinar use (Wu et
quality is a applications can be heard al., 2011).
set of clearly.
evaluation 22. The video of the webinar
standard that application can be seen III. HYPOTHESIS AND MEASUREMENT
are smoothly. The hypotheses of this study as follows:
inherently 23. The information is complete
“value” regards the features of webinar Table 3: Hypothesis Formulation
driven, as applications. 1. Performance Expectancy
they reflect a 24. The course in webinar H1a: Performance expectancy positively and significantly
perceived set applications is qualified. influences on the behavioral intention to use
of values by H1b: The influence of performance expectancy on the
a given behavioral intention is moderated by age.
organization H1c: The influence of performance expectancy on the
(Lockee et behavioral intention is moderated by gender.
al., 2011). 2. Effort Expectancy
P Pedagogy 25. The recording video of H1 : Effort expectancy positively and significantly
refers to the lecturing is helpful for influences on the behavioral intention to use
 H1: The influence of effort expectancy on the behavioral
intention is moderated by age. Table 4: Validity and Reliability
H1: The influence of effort expectancy on the behavioral Variable AVE Result CR CA Result
intention is moderated by gender. PE 0.60 Valid 0.86 0.78 Reliable
3. Social Influence EF 0.71 Valid 0.91 0.86 Reliable
H1: Social influence positively and significantly SI 0.73 Valid 0.89 0.81 Reliable
influences on the behavioral intention to use. FC 0.51 Valid 0.79 0.65 Reliable
H1: The influence of social influence on the behavioral ATB 0.70 Valid 0.90 0.86 Reliable
intention is moderated by age. CQ 0.58 Valid 0.85 0.76 Reliable
H1: The influence of social influence on the behavioral P 0.62 Valid 0.87 0.80 Reliable
intention is moderated by gender. BI 0.70 Valid 0.90 0.85 Reliable
4. Facilitating Condition UB 0.51 Valid 0.80 0.66 Reliable
H1: Facilitating condition positively and significantly
influences on the behavioral intention to use. The AVE value of each variable is greater than 0.5 which
H1: The influence of facilitating condition on the means the model has a good of cenvergent validity. Continuing
behavioral intention is moderated by age. the next step is testing the reliability of the model, The value of
H1: The influence of facilitating condition on the Composite Reliability for each variable is greater than 0.7. The
behavioral intention is moderated by gender. value of cronbach’s alpha of each variables is greater than 0.6.
5. Attitude Toward Behavior these data indicates that all the indicators for the reliability
H1: Attitude toward behavior positively and significantly testing is fulfilled by the model which means the model has a
influences on the behavioral intention to use. good reliability. After the validity and reliability testing, then
H1: The influence of attitude toward use on the behavioral the next step is to get the value of the path coefficients and R-
intention is moderated by age. square using PLS algorithm test as can be seen in figure 4:
H1: The influence of attitude toward use on the behavioral
intention is moderated by gender. Figure 4: PLS Algorithm
6. Content Quality
H1 : Content quality positively and significantly influences
on the behavioral intention to use
H1: The influence of content quality on the behavioral
intention is moderated by age.
H1: The influence of content quality on the behavioral
intention is moderated by gender.
7. Pedagogy
H1: Pedagogy positively and significantly influences on
the behavioral intention to use.
H1: The influence of pedagogy on the behavioral intention
is moderated by age.
H1: The influence of pedagogy on the behavioral intention
is moderated by gender. Examining the path coefficients is significant or not, the
8. Behavioral Intention researcher compared the path coefficients with the t-values.
H1: Pedagogy positively and significantly influences on Every variable should have a minimum t-value of at least 1.65
the use behavior. considered to be significant at the 95% confidence level one
tailed test. Table 4 shows t-values for each variable is greater
IV. DATA COLLECTION, ANALYSIS AND RESULT than 1.65 which means that the independent variables for
Samples used to describe the respondents’ answers on performance expectancy, effort expectancy, social influence,
adopting distance learning technology. The respondents are facilitating condition, attitude toward behavior and pedagogy
taken from the distance learning students of ABC University influence positively and significantly on the behavioral
with 170 students. The data were collected from the intention. Only content quality does not influence positively
respondents through online questionnaires and interview with and significantly on the behavioral intention. The insignificant
few of the respondents. The items used on measuring as can be content quality concern that almost every college materials are
seen Table 1. The 170 respondents’ answers were analyzed by digitized and they are online. People can get the subject
using Structural Equation Modelling Partial Least Square materials as same as with the college use or even more
(SEM-PLS) and testing the validity and reliability of the complete rather than in the college. The essence of distance
model. The result can be seen in table 4: learning program is delivering the college materials that free
from obstacles of distance, time barriers and prove of
certification. There has been education institution conducted
distance learning program or MOOCS for free such as
CourseEra, FutureLearn, Edx and etc but for getting the female respondents. This condition indicates that male
certificate of the program, the participants have to pay certain respondents have little distraction for participating in distance
prices. The result of analysis as follows: learning program consider male general only handle for the
Table 5: Path Coefficients and T-Value work staffs and college, but female respondents have more
obstacles in participating the class considering the females,
Variable Path t-Value Result they do not only deal with the work staffs and college but also
PE 0.091 3.12 Significant they have responsibility for arranging the housework. As the
EE 0.139 4.23 Significant conclusion of this research, the researcher comes to final
SI 0.181 6.47 Significant model of this research as follows:
FC 0.103 3.45 Significant
Figure 4: Final Research Model
ATB 0.452 12.39 Significant
CQ -0.006 0.20 Insignificant
P 0.138 5.87 Significant
BI 0.698 45.17 Significant

To know if the proposed model can be used to predict the

students’ intention on adopting the technology, it can be seen
from the R-square value. The R-square resulted from
calculation of PLS Algorithm was 0.61 for the behavioral
intention and 0.52 for the use behavior. As the conclusion, this
model had substantial power on measuring the students’
acceptance of the distance learning technology. This study also
measured the effect of two moderating variables, age and
gender, to the relationship among variables in the proposed
model. Every correlation value should have a minimum t-value The researcher found that among the independent variables,
of at least 1.96 to be considered significant at the 95% attitude toward behavior has the highest influence (0.452) to
confidence level one tailed test. The results of group the behavioral intention and the second is social influence
comparison in each variable tested are showed in table 6: (0.181). This result indicates that to make an improvement for
the distance learning program, the university should put more
Table 6: T-Value of Age and Gender concern on these two variables concern that it has the highest
Correla T-Value for moderating variables influence to the behavioral intention. Improving from the
tion of
Age Result Gender Result attitude toward behavior of the respondents by giving good
variabl respond and good communication could lead to strengthen the
es
engagement between students and lecturers. Social influence
PE 0.8056 Insignificant 0.1011 Insignificant
has important roles for improving the distance learning
EE -0.4895 Insignificant 0.4049 Insignificant program, the university should guide the students on how build
SI 5.6806 Significant 4.6814 Significant a good environment in joining the distance learning program.
FC -1.0282 Insignificant 0.6884 Insignificant Good environment is needed in the distance learning program
ATB -2.0730 Insignificant -1.2734 Insignificant so that students have no distraction in following the class.
CQ -1.9897 Insignificant -1.9280 Insignificant
P 3.5713 Significant 2.324 Significant V. CONCLUSION
Refer to the t-values in Table 6, it can be concluded that Age Among of the independent variables, effort expectancy has
and gender moderated the effect on the same variables for well of the students perception with 85%, pedagogy with
social influence and pedagogy of students’ accepting toward students perception for 82.6%, performance expectancy with
distance learning technology. The difference of gender gives students perception 81.3%, attitude toward behavior for 81.2%
different on the result of social influence. Young respondents which those four independent variables considered very good.
seem the use webinar technology is familiar technology to use The students’ perception toward facilitating condition is
considering that webinar technology is video conference of 79.2%, behavioral intention for 77.2%, social influence for
instruction. This video conference had been used for young 76%, content quality for 70.7% and use behavior for 64.1%
respondents in social media, instead for college purpose. In which is considered good. For the moderator variables result,
other side, old respondents see the webinar technology as age and gender gives a significant influence on the relationship
support system in the distance learning program. This of social influence and pedagogy to the behavioral intention.
technology is only support in the distance learning program. This effect of the moderating variables shows that the
Old respondents only use webinar technology for the college respondents’ gives different result to the following variables
purpose, not others. The difference of gender gives different based on their category of the moderating variables.
result of the pedagogy variable. Male respondents are more
flexible in scheduling their time to join the class compare
Suggestion
1. The challenges of distance learning program are the distance
between students and lecturers. The distance makes the
communication have bigger possibility for any distraction
and the engagement between students and lecturer are lesser.
In conventional class, the students can raised their hands and
directly ask to the lecturer. This condition gives the lecturers
possibility to give personal attention to the students. In the
distance learning program, there is a gap that the learning
process is mediated by the computer. This process could get
many distractions such as slow connectivity of network,
infrastructure, the ability of lecturer answering by using
technology and etc. It is important to have an intense
communication between the lecturers/program assistant and
the students. The more intense communication of students,
the greater of possibility of students convenient to use the
technology.
2. Social influence is important factors on determining the
students’ intention on adopting the webinar technology. The
supporting of family, supervisors, and friends are needed. It
will be better for the company on helping the students to
have a good environment when involving in the distance
learning program. The supporting from the environments
ensures the students on having good condition and avoiding
any distraction in using the webinar technology.
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