Title: Value co-creation and e-learning acceptance in Vietnamese universities

Authors: Xuan-Nhi Nguyen; Cam-Tu Tran Hoang; Vo Vuong Bach

Addresses: Faculty of Business Administration, Nguyen Tat Thanh University, Ho Chi Minh City, 70000, Vietnam ' Faculty of Business Administration, Nguyen Tat Thanh University, Ho Chi Minh City, 70000, Vietnam; School of Business, International University, Vietnam National University, Ho Chi Minh City, 70000, Vietnam ' Faculty of Business Administration, Nguyen Tat Thanh University, Ho Chi Minh City, 70000, Vietnam; School of Business, International University, Vietnam National University, Ho Chi Minh City, 70000, Vietnam

Abstract: This study used a mixed-methods approach to investigate students' perceptions and acceptance of e-learning applications. Firstly, a qualitative method involved group discussions to refine the questionnaire. Subsequently, a quantitative study engaged 457 students in Vietnam's distance Bachelor programs to evaluate the framework based on the extended technology acceptance model (TAM). The analysis revealed that outcome quality (service transaction results) and the physical environment (system quality and communication means) positively impact perceived value and e-learning acceptance. Students' perceptions and acceptance also influence value co-creation. The study's findings can inform effective decision-making in designing and developing e-learning programs. Furthermore, investing in infrastructure and training qualified personnel is vital for the success of online programs, creating value for educational institutions and students through emotional connections and cost savings. Given the research method and model limitations, future studies could explore various methodologies and include additional constructs in their investigations.

Keywords: value co-creation; perceived value; e-learning system; online learning; technology acceptance; Vietnamese University.

DOI: 10.1504/JGBA.2023.138500

Journal for Global Business Advancement, 2023 Vol.16 No.2, pp.201 - 224

Received: 01 Dec 2023
Accepted: 06 Dec 2023
Published online: 08 May 2024 *

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