AN ADOPTION OF THE TAM MODEL TO DETERMINE THE INFLUENCE OF PSYCHOLOGICAL, SOCIAL, TECHNICAL, CULTURAL AND INSTITUTIONAL FACTORS ON STUDENTS' ACCEPTANCE OF E -LEARNING IN INSTITUTIONS OF HIGHER EDUCATION IN SAUDI ARABIA

The purpose of this study was to investigate the influence of psychological, social, technical, cultural and institutional factors on the students' acceptance of E-learning in institutions of higher education in Saudi Arabia. Data was collected from 480 students at five universities in Saudi Arabia by using multi stage stratified random sampling. Several statistical techniques were used including t-tests, one-way ANOVA, bivariate correlation, and multiple regression analyses. The t-test results showed statistically significant differences in students' E-learning acceptance based on their major and internet experience while students' gender, computer and E-learning experience did not indicate any significant differences. The correlation analysis indicated that the relationships between the psychological, social, technological, cultural and institutional factors were significant. The simple linear regression revealed that, technological, social and psychological factors significantly contributed to the students' acceptance of E-learning while the cultural factor did not. Hierarchical regression results indicated that attitude significantly mediated the relationship between the TAM main constructs and the students' E-learning acceptance. Based on the findings, it is suggested that, among others, higher educational institutions should take into consideration the influence of technological, institutional, social and psychological factors in the process of implementing E-learning.