Switching Intention of Gen Z Students in E-Learning Program

Abstract

The research aimed to explore factors that impact the switching behavior of Gen Z students who are studying the eLearning program and suggesting factors to improve the teaching quality in the eLearning program in universities in Vietnam. The principal methodology of research was a mixed method by analyzing 1,085 respondents. The Likert 5-points and SmartPLS 4.0. were used to examine the measurement and structural models, and hypotheses. The findings of the research represented the influence of eLearning quality on student satisfaction and switching intention, as well as the moderating effect of transnational education and the mediating effect of student satisfaction in the path model. The research encourages managers to provide preferable policies to reduce the intention to switching of students. It also clarified the moderating role of transnational education. It could assess the level of influence on the relationship between student satisfaction and switching intention. The further studies should evaluate the role of switching intention, moderation role of transnational education in field of eLearning program.

Received: 24 March 2024 / Accepted: 19 June 2024 / Published: 5 July 2024