एकेडमी ऑफ मार्केटिंग स्टडीज जर्नल

1528-2678

अमूर्त

An Insight into Student′s Acceptance of Various Digital Platforms using TAM Model across the Indian States during the Pandemic

Dileep Kumar Singh, Shailesh Kediya, Gayathri Band and Shyam Shukla

This study employed the technology acceptance model to explore perception of students towards adoption of various digital platforms in the state of Maharashtra and Chhattisgarh. The information was gathered through an online survey of 419 students from Indian Maharashtra and Chhattisgarh from various universities and colleges. Both the measurement and structural models were evaluated using the Partial Least Square-Structural Equation Model (PLS-SEM) method. The findings show that perceived ease of use and perceived usefulness both have a positively impact on behavioural intention, which in turn has an impact on actual usage of various digital platforms. This research aids higher education decision-makers in determining the level of acceptance of the digital technology among students. The study will help higher education decision-makers should recognize the features of digital platforms and construct their infrastructure based on the findings of this study and to put this technology into practice. Higher education institutions should offer students training opportunities so that students' ability to find the complete and effective features of digital platforms are more evident and extensively used by end-users. Using the TAM model and the PLS-SEM technique, the determines the factors and their interrelationship that influence the adoption of digital platforms utilized in higher education.