دمج نموذج قبول التكنولوجيا (tam) ونظرية السلوك المخطط (tpb) في تفسير نية تبني التعلم الإلكتروني لدى الطلبة

Abstract

This study aims to analyze the factors influencing students’ adoption of e-learning via the Moodle platform by adopting an integrative approach that combines the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB). A descriptive-analytical method was employed to address the research problem, and data were collected through a questionnaire administered to a sample of 310 students from the Faculty of Economic, Commercial and Management Sciences at the University of Relizane. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS4 software. The findings reveal that cognitive variables associated with TAM—particularly perceived usefulness and perceived ease of use—constitute key determinants in shaping attitudes toward elearning, which in turn exert a strong influence on the intention to adopt e-learning. In contrast, subjective norms and perceived behavioral control did not exhibit a statistically significant direct effect on the intention to adopt e-learning, indicating a diminished role of social factors in favor of individual cognitive determinants. The study recommends enhancing the perceived value of the Moodle platform, improving the quality of digital content, and extending future models by incorporating additional variables such as trust and system quality.