• P-ISSN 0974-6846 E-ISSN 0974-5645

Indian Journal of Science and Technology


Indian Journal of Science and Technology

Year: 2023, Volume: 16, Issue: 31, Pages: 2458-2468

Original Article

Building Loyalty in Zoom Meeting App for Teaching and L earning Environment

Received Date:15 May 2023, Accepted Date:23 June 2023, Published Date:18 August 2023


Objective: To understand how students establish Loyalty with the Zoom Meeting App (ZMA) platform in higher education. Method: The Technology Acceptance Model (TAM) was adopted and modified, incorporating trust, and social presence to establish students’ loyalty to ZMA services and their level of intention to use the App. A random sample of students from the University of Professional Studies in Accra was chosen. A cross-sectional survey was used to collect data for this study. A representative sample of 552 respondents who agreed to take part in an online survey on the Zoom Meeting App (ZMA) provided responses that were used in data analysis to validate the research model. The factors influencing students’ e-loyalty to ZMA adoption intentions were determined using the Structural Equation modelling (SEM) method. Findings: According to the findings, Perceived Ease of Use, Perceived Usefulness, Trust, and Social Presence had a direct effect on students’ loyalty (b = 0.338; p = 0.000), (b = 0.096; p = 0.000), (b = 0.330; p = 0.000), and (b = 0.198; p = 0.000), respectively. Our results also show that loyalty has a significant influence on students’ behavioural intention (b = 0.795; p = 0.000) to use the App. Perceived Ease of Use also has a significant positive effect on Perceived Usefulness (b = 0.240; p = 0.000). According to our findings, the indirect effect of social presence has a positive effect on its antecedents, i.e., trust (b = 0.237; p = 0.000) and perceived usefulness (b = 0.135; p = 0.000). Novelty: The findings show that the new research model is credible for evaluating educational technologies. The feature of social presence bridges the gap between students and lecturers, thus creating an encouraging environment for effective teaching and learning whereby information can easily be shared.

Keywords: Zoom; Social Presence; E-Loyalty; Technology Acceptance Model;Video Conference


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© 2023 Akanferi et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. Published By Indian Society for Education and Environment (iSee)


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