CONTINUOUS INTENTION TO USE ONLINE LEARNING DURING COVID-19 PANDEMIC BASED ON THREE DIFEERENT THEORITICAL MODELS (TAM, SVT, TOE)

The novel COVID-19 pandemic has impacted educational systems in almost all countries worldwide. Traditional classes have been canceled or shifted to online mode through the affected countries. Resuming traditional face-to-face instruction might be delayed. This unexpectedly fast and mandatory shifting to online education, along with the significant challenges that face learners and instructors, has led to uncertainty regarding its future. This study aims to inspect students’ continuous intention (CI) towards online education during COVID-19, by incorporating different constructs from three theoretical models: first, conservation values( Security(SEC), Conformity(CON)) of Schwartz Value Theory(SVT), organizational support factors (Training(TR), Top management support(TS)) in Technology-Organizational-Environmental (TOE) , and the Technology acceptance model(TAM ) main factors (perceived usefulness(PU), perceived ease of use(PEU)). To achieve the research goal, a research model was developed referring to previous strong literature. The data was gathered from 310 students from Imam Abdulrahman Bin Faisal university (IAU) in Saudi Arabia, and analyzed with Structural Equation Modelling SEM-PLS. Findings show that TAM factors (PU, PEU), conservation values factors (SEC, CON), and organizational support factors (TR, TS) are important determinants for online learning adoption during COVID19 pandemic . The study provides directions for designers and developers to establish a more effective online learning environment, which is more suited for the new digitized generation during unexpected conditions.