The use of data analytics technique in learning management system to develop fashion design skills and technology acceptance

Data analytics technique in education provides unparalleled opportunities in the era of e-learning platforms to support students. In this context, learning management system (LMS) as a platform allows recording the learner's activity recorded in order to explore data unique types coming from the academic context in order to improve the learning experience. Therefore, this research aims to reveal the impact of using data analytics technique in LMS to develop the fashion design skills and technology acceptance. The research was applied to students at Home Economics Department who were randomly divided into two equal experimental groups. An extended Technology Acceptance Model (TAM) and a developed product evaluation card were utilized as main research instruments. The empirical findings showed that data analytics technique in LMS had significant and positive influence on the enhancement of students' fashion design skills in the functional, esthetic and creative aspects. Findings also revealed robust supporting evidence for the suggested research model as data analytics technique had a major positive direct impact on the perceived usefulness and perceived ease of use of LMS. In addition, it had positive indirect impact on students' attitude and their behavioral intention to use LMS, that mediated by perceived usefulness of LMS.