Investigating Students’ Adoption and Usage Behavior of Educational Technology(EduTech) at Tertiary Level (PLS-SEM Approach)

Main Article Content

Md Khaled Amin
Mohammad Arifur Rahman
Tahsina Khan
Mubasshir Tahmidul Karim


This study sought to examine students’ behavioral intention to use EduTech (Educational Technology) at the tertiary level education in Bangladesh. Using the unified theory of acceptance and use of technology (UTAUT) model as a base theory, the study attempted to explore the determinants that are swaying students’ intention to adopt EduTech in Bangladesh. A total of one-hundred and forty-nine respondents were chosen randomly from three faculties of AIUB such as Business administration, Engineering and Science, were finally provided with the structured and self-administrated questionnaires followed by brief instructions to fill out the questionnaire. Moreover, collected data were encoded into SPSS for descriptive analysis such as demographic analysis, while SEM simulation, namely SMART PLS 2.0 was employed to analyze reliability and to test the hypotheses stated. Result of the study confirmed that the adoption and the usage behavior of EdTech at the tertiary level is highly influenced by Effort Expectancy, Facilitating Condition, and Perceived Behavioral Control. Findings of the study could be an important outline for educators, EduTech vendors, and service providers for formulating effective adoption strategies with regard to EduTech resources.

Article Details

How to Cite
M. K. Amin, M. A. Rahman, T. Khan, and M. T. Karim, “Investigating Students’ Adoption and Usage Behavior of Educational Technology(EduTech) at Tertiary Level (PLS-SEM Approach)”, AJSE, vol. 17, no. 1, pp. 25 - 30, Jun. 2019.
Author Biographies

Md Khaled Amin

Md. Khaled Amin is an Assistant Professor of Marketing in the Faculty of Business Administration at American International University-Bangladesh (AIUB). Before joining AIUB, Mr. Amin worked as a Senior Lecturer for
Daffodil International University (DIU) and as a Lecturer for Northern University Bangladesh (NUB). Besides, Mr. Amin also worked as a parttime faculty member for universities such as Zhejiang Shuren University, Zhejiang Gongshang University (ZJSU), Uttara University(UU). He holds a Master Degree and a Bachelor Degree in Business Administration with concentration in Marketing from AIUB, and completed his Doctorate Degree in Management Science with concentration in Marketing and Innovation Management at Zhejiang Gongshang University(ZJSU), China. His academic research interest encompasses a broad spectrum of areas such as Consumer Psychology, E-commerce and Social Media, E-learning, Technology and Innovation. He is particularly concerned with the acceptance and the adoption of various ICTs driven products and services by the rural consumers in Bangladesh. He has published several research papers both in local and foreign journals and conferences. Aside from being a faculty member of AIUB, he has been serving as an active reviewer and editorial member for several journals and conferences, and actively participating in various conferences, workshops, and symposiums both in home and abroad. 

Mohammad Arifur Rahman

Mohammad Arifur Rahman completed his BSc in CIS at Minnesota State University, Mankato, USA, and later on pursued an MBA in Marketing from NSU. Mr. Rahman is currently working as a Lecturer in the Department of Computer Science at American International University-Bangladesh (AIUB). He has been with the IS/IT industry since 1994 working mostly on various technical and nontechnical positions. Mr. Rahman also worked as IT consultant for National Life Insurance Company, Uttara Group, Aamra Networks, and Bangladesh Telecommunication Regulatory Commission (BTRC). He is primarily concerned with the issues related to various Web Solutions, but recently he is continued to take a keen interest in research and development in the field of Software Engineering. 

Tahsina Khan, Department of Marketing, American International University -Bangladesh (AIUB)

Tahsina Khan is serving as a Senior Assistant Professor in the Department of Marketing at American International University-Bangladesh (AIUB). She completed her Master Degree in Business Administration with concentration in Marketing, and completed her Bachelor degree in Business Administration with concentration in Finance and Accounting at AIUB. Besides, she has been actively involved in several department projects such as outreach program, course curriculum and content development for introducing new major courses which are initiated by AIUB and funded by Swiss-contact Katalyst. Her preferred research areas include services marketing, strategic marketing, and development studies. Currently she is working on multiple research projects including the distribution and adoption of renewable energy technology in the rural communities, and the prospect of internal branding in corporate sector of Bangladesh.

Mubasshir Tahmidul Karim

Mubasshir Tahmidul Karim is a Junior (thirdyear) student in the department of Electrical Engineering and Computer Science at Wichita State University(WSU), USA