How can topic-modelling of user-reviews reshape market surveys? Exploring factors influencing usage intention of e-learning services through a novel multi-method approach
by Arghya Ray; Pradip Kumar Bala; Rashmi Jain
International Journal of Business Information Systems (IJBIS), Vol. 40, No. 2, 2022

Abstract: Online user-generated-content is not only a critical performance parameter for service-providers but also serve as a vital information source for prospective customers. For understanding the factors influencing the adoption or continuance of an e-service, traditional approaches required a qualitative or quantitative-based analysis. In this study, we propose a novel approach to generate and analyse path model in real-time by combining the qualitative, quantitative and natural language processing (NLP)-based approaches. We undertook an emic approach using semi-structured interview schedule (ten participants) and an etic approach using topic modelling on extant literature (3,570 articles) for exploring factors influencing motives behind use of e-learning services. We tested the path-model using traditional quantitative-based (542 respondents) and the proposed NLP-based approaches (3,227 online reviews) through structural equation modelling (SEM). Results of this study revealed content gratification as the most important predictor of usage intention. This study concludes with the implications, limitations and future research directions.

Online publication date: Thu, 30-Jun-2022

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Information Systems (IJBIS):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com