Factors influencing Generation Y students’ satisfaction with university websites
Keywords:
Consumer behaviour, strategy, information quality, system quality, usefulness, ease of use. South AfricaAbstract
In the new digital era, one of the major strategic priorities for many universities is having a high quality and efficient website. While universities invest considerable resources in this domain, students may not fully realise the value or level of satisfaction they expect from a university website. As such, the purpose of this study was to explore the factors that influence Generation Y students’ satisfaction with university websites. A single cross-sectional and descriptive research design was followed in this study. A self-administered questionnaire was designed to collect data from a convenience sample of 319 Generation Y students registered at two Gauteng-based South African HEI campuses. The methods used to analyse the data included descriptive statistics, reliability and validity analysis, Pearson’s product-moment correlation analysis, collinearity diagnostics and structural equation modelling. The findings of the study suggest that information quality of university websites has a significant positive influence on the usefulness of university websites, while the system quality of university websites has a significant positive influence on the ease of use of university websites. Furthermore, the usefulness and ease of use of university websites have a significant positive influence on Generation Y students’ satisfaction with university websites. Understanding the factors that influence Generation Y students’ satisfaction with university websites, universities can formulate effective strategies that will ensure increased user satisfaction with the website, thereby recouping costs associated with developing and maintaining the website and ensuring an appropriate return in terms of increased user numbers and value.
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Alnaser, A.S. & Almsafir, M.K. (2014). Service quality dimensions and student’s satisfaction. Journal of Advanced Social Research, 4(6), 1-17.
Alsabawy, A.Y., Cater-Steel, A. Soar, J. (2016). Determinants of perceived usefulness of e-learning systems. Computers in Human Behavior, 64, 843-858.
Amin, M., Rezaei, S. & Abolghasemi, M. (2014). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International, 5(3), 258-274.
Arbaugh, J.B. (2000). How classroom environment and student engagement affect learning in Internet-based MBA courses. Business Communication Quarterly, 63(4), 9-26.
Bairamzadeh, S. & Bolhari, A. (2010). Investigating factors affecting students' satisfaction of university websites. (In Computer Science and Information Technology (ICCSIT): 2010 3rd IEEE International Conference, Chengdu, China. New York: IEEE. p. 469-473).
Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103-113.
Buang, R.R., Majid, M.K., Wahab, M.I.A., Tohid, M.Z.W.M., Abdullah, A., Adrutdin, K.F., Yacob, S. & Zahid, M.M. (2016). Factors Affecting Students’ Intention to Study at Higher Learning Institution of Technical and Vocational Education and Training. Australasian Journal of Business, Social Science & Information Technology, 2(1), 19-33.
Caglar, E. & Mentes, S.A. (2012). The usability of university websites – a study on European University of Lefke. International Journal of Business Information Systems, 11(1), 22-40.
Cassaló, L.V., Flavian, C. & Guinaliu, M. (2010). Relationship quality, community promotion and brand loyalty in virtual communities: evidence from free software communities. International Journal of Information Management, 30(4), 357-367.
Chen, J., Xu, H. & Whinston, A.B. (2011). Moderated online communities and quality of user generated content. Journal of Management Information Systems, 28(2), 237-268.
Clement, J. (2020). Worldwide digital population as of April 2020. https://www.statista.com/statistics/617136/digital-population-worldwide/ Accessed: 2020/06/10.
Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly, 13(3), 319-340.
Detlor, B., Hupfer, M.E., Ruhi, U. & Zhao, L. (2013). Information quality and community municipal portal use. Government Information Quarterly, 30(1), 23-32.
Djamasbi, S., Siegel, M. & Tullis, T. (2010). Generation Y, web design, and eye tracking. International Journal of Human-Computer Studies, 68, 307-323.
El-Halees, A. & Abu-Zaid, I.M. (2017). Automated Usability Evaluation on University Websites using Data Mining Methods. Palestinian Journal of Open Education, 6(11), 13-21.
Flavián, C., Guinaliu, M. & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43, 1-14.
Ganiyu, A.A., Mishra, A., Elijah, J. & Gana, U.M. (2017). The Importance of Usability of a Website. The IUP Journal of Information Technology, 13(3), 27-35.
Garcia, L.S. & Silva, C.M.C. (2017). Differences between perceived usefulness of social media and institutional channels by undergraduate students. Interactive Technology and Smart Education, 14(3), 196-215.
Ghane, S., Fathian, M. & Gholamian, M.R. (2011). Full relationship among e-satisfaction, e-trust, e-service quality and e-loyalty: the case of Iran e-banking. Journal of Theoretical & Applied Information Technology, 33(1), 1-6.
Gorla, N., Somers, T.M. & Wong, B. (2010). Organizational impact of system quality, information quality, and service quality. The Journal of Strategic Information Systems, 19(3), 207–228.
Gumussoy, C.A., Calisir F. & Bayram, A. (2007). Understanding the behavioral intention to use ERP systems: an extended technology acceptance model. Proceedings of the International Conference on Industrial Engineering and Engineering Management (IEEE), Singapore.
Guritno, R.S. & Siringoringo, H. (2013). Perceived usefulness, ease of use, and attitude towards online shopping usefulness towards online airlines ticket purchase. Procedia - Social and Behavioral Sciences, 81, 212–216.
Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2014). Multivariate data analysis: Pearson new international edition. 7th ed. Harlow: Pearson.
Hasan, L. (2013). Heuristic evaluation of three Jordanian university websites. Informatics in Education, 12(2), 231-251.
Henseler, J., Ringle, C.M. & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
Hess, T.J., McNab, A.L. & Basoglu, K.A. (2014). Reliability generalization of perceived ease of use, perceived usefulness, and behavioral intention. MIS Quarterly, 38(1),1-28.
Kim, H.W., Xu, Y. & Koh, J. (2004). A comparison of online trust building factors between potential customers and repeat customers. Journal of the Association for Information Systems, 5(10), 392-420.
Kuan, H.H., Bock, G.W. & Vathanophas, V. (2008). Comparing the effects of website quality on customer initial purchase and continued purchase at e-commerce websites. Behaviour & Information Technology, 27(1), 3-16.
Lin, H.F. (2010). An application of fuzzy AHP for evaluating course website quality. Computers & Education, 54(4), 877-888.
Lin, J. & Lu, H. (2000). Toward an understanding of the behavioural intention to use a web site. International Journal of Information Management, 20(3),197-208.
Lin, W.S. & Wang, C.H. (2012). Antecedences to continued intentions of adopting e-learning system in blended learning instruction: a contingency framework based on models of information system success and task-technology fit. Computers & Education, 58(1), 88-99.
Lu, I.Y., Kuo, T. & Lee, W.P. (2010). Examining the effects of information quality on behavioral intention of knowledge management system. Journal of Quality, 17(4), 297–309.
Malhotra, N.K. (2010). Marketing research: An applied orientation. 6th ed. New Jersey: Pearson Prentice-Hall.
Manzoor, M., Hussain, W., Ahmed, A. & Iqbal, M.J. (2012). The importance of higher education websites and its usability. International Journal of Basic and Applied Sciences, 1(2), 150-163.
Markert, J. (2004). Demographics of age: generational and cohort confusion. Journal of Current Issues & Research in Advertising, 26(2), 11-25.
Martins, C., Oliveira, T. & Popovič, A. (2014). Understanding the Internet banking adoption: a unified theory of acceptance and use of technology and perceived risk application. International Journal of Information Management, 34(1), 1-13.
Mentes, S.A. & Turan, A.H. (2012). Assessing the usability of university websites: an empirical study on Namik Kemal University. The Turkish Online Journal of Educational Technology, 11(3), 61-69.
Nor, K.M. and Pearson, J.M. (2008). An exploratory study into the adoption of Internet banking in a developing country: Malaysia, Journal of Internet Commerce, 7(1), 29-73.
Pallant, J. (2013). SPSS survival manual: A step by step guide to data analysis using the IBM SPSS. 5th ed. Berkshire: McGraw-Hill.
Rahimnia, F. & Hassanzadeh, J.F. (2013). The impact of website content dimension and e-trust on e-marketing effectiveness: the case of Iranian commercial saffron corporations. Information & Management, 50(5), 240-247.
Revels, J., Tojib, D. & Tsarenko, Y. (2010). Understanding consumer intention to use mobile services. Australasian Marketing Journal, 18(2), 74-80.
Rezaeean, A., Bairamzadeh, S. & Bolhari, A. (2012). The importance of website innovation on students’ satisfaction of university websites. World Applied Sciences Journal, 18(8), 1023-1029.
Rezaei, S. & Amin, M. (2013). Exploring online repurchase behavioural intention of university students in Malaysia. Journal for Global Business Advancement, 6(2), 92-119.
Severt, K., Fjelstul, J. & Breiter, D. (2013). Information communication technologies: Usages and preferences of Generation Y students and meeting professionals. Journal of Convention & Event Tourism, 14(2), 124-143.
Shanmugam, A., Savarimuthu, M.T. & Wen, T.C. (2014). Factors affecting Malaysian behavioral intention to use mobile banking with mediating effects of attitude. Academic Research International, 5(2), 236-253.
Sindhuja, P.N. & Dastidar, S.G. (2009). Impact of the factors influencing website usability on user satisfaction. The IUP Journal of Management Research, 8(12), 54-66.
Soyez, K. & Gurtner, S. (2016). How to Catch the Generation Y: Identifying EcoInnovators Among Young Customers. (In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era p. 433-434). Springer International Publishing.
Surendran, P. (2012). Technology acceptance model: a survey of literature. International Journal of Business and Social Research, 2,175–178.
Sun, P.C., Tsai, R.J., Finger, G., Chen, Y.Y. & Yeh, D. (2008). What drives a successful e-learning? An empirical investigation of the critical factors influencing learner satisfaction. Computers & Education, 50(4), 1183-1202.
Valentine, D.B. & Powers, T.L. (2013). Online product search and purchase behavior of Generation Y. Atlantic Marketing Journal, 2(1), 76-91.
Van der Heijden, H. (2003). Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information & Management, 40, 541-549.
Wixom, B.H. & Todd, P.A. (2005). A theoretical integration of user satisfaction and technology acceptance. Information Systems Research, 16(1), 85-102.
Yang, Z., Cai, S., Zhou, Z. & Zhou, N. (2005). Development and validation of an instrument to measure user perceived service quality of information presenting web portals. Information & Management, 42(4), 575-589.
Zhou, T. (2011). Examining the critical success factors of mobile website adoption. Online Information Review, 35(4),636–652.
Ahn, T., Ryu, S. & Han, I. (2007). The impact of web quality and playfulness on user acceptance of online retailing. Information & Management, 44, 263-275.
Aladwani, A.M. & Palvia, P.C. (2002). Developing and validating an instrument for measuring user-perceived web quality. Information & Management, 39(6), 467-476.
Al-Debei, M. (2014). The quality and acceptance of websites: an empirical investigation in the context of higher education. International Journal of Business Information Systems, 15(2), 170-188.
Al-Debei, M.M., Jalal, D. & Al-Lozi, E. (2013). Measuring web portals success: a respecification and validation of the DeLone and McLean information systems success model. International Journal of Business Information Systems, 14(1), 96-133.
Alrafi, A. (2007). The technology acceptance model a critical analysis with reference to the managerial use of information and communication technology (ICT). Doctoral thesis. United Kingdom: Leeds Metropolitan University.
Alnaser, A.S. & Almsafir, M.K. (2014). Service quality dimensions and student’s satisfaction. Journal of Advanced Social Research, 4(6), 1-17.
Alsabawy, A.Y., Cater-Steel, A. Soar, J. (2016). Determinants of perceived usefulness of e-learning systems. Computers in Human Behavior, 64, 843-858.
Amin, M., Rezaei, S. & Abolghasemi, M. (2014). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International, 5(3), 258-274.
Arbaugh, J.B. (2000). How classroom environment and student engagement affect learning in Internet-based MBA courses. Business Communication Quarterly, 63(4), 9-26.
Bairamzadeh, S. & Bolhari, A. (2010). Investigating factors affecting students' satisfaction of university websites. (In Computer Science and Information Technology (ICCSIT): 2010 3rd IEEE International Conference, Chengdu, China. New York: IEEE. p. 469-473).
Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103-113.
Buang, R.R., Majid, M.K., Wahab, M.I.A., Tohid, M.Z.W.M., Abdullah, A., Adrutdin, K.F., Yacob, S. & Zahid, M.M. (2016). Factors Affecting Students’ Intention to Study at Higher Learning Institution of Technical and Vocational Education and Training. Australasian Journal of Business, Social Science & Information Technology, 2(1), 19-33.
Caglar, E. & Mentes, S.A. (2012). The usability of university websites – a study on European University of Lefke. International Journal of Business Information Systems, 11(1), 22-40.
Cassaló, L.V., Flavian, C. & Guinaliu, M. (2010). Relationship quality, community promotion and brand loyalty in virtual communities: evidence from free software communities. International Journal of Information Management, 30(4), 357-367.
Chen, J., Xu, H. & Whinston, A.B. (2011). Moderated online communities and quality of user generated content. Journal of Management Information Systems, 28(2), 237-268.
Clement, J. (2020). Worldwide digital population as of April 2020. https://www.statista.com/statistics/617136/digital-population-worldwide/ Accessed: 2020/06/10.
Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly, 13(3), 319-340.
Detlor, B., Hupfer, M.E., Ruhi, U. & Zhao, L. (2013). Information quality and community municipal portal use. Government Information Quarterly, 30(1), 23-32.
Djamasbi, S., Siegel, M. & Tullis, T. (2010). Generation Y, web design, and eye tracking. International Journal of Human-Computer Studies, 68, 307-323.
El-Halees, A. & Abu-Zaid, I.M. (2017). Automated Usability Evaluation on University Websites using Data Mining Methods. Palestinian Journal of Open Education, 6(11), 13-21.
Flavián, C., Guinaliu, M. & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43, 1-14.
Ganiyu, A.A., Mishra, A., Elijah, J. & Gana, U.M. (2017). The Importance of Usability of a Website. The IUP Journal of Information Technology, 13(3), 27-35.
Garcia, L.S. & Silva, C.M.C. (2017). Differences between perceived usefulness of social media and institutional channels by undergraduate students. Interactive Technology and Smart Education, 14(3), 196-215.
Ghane, S., Fathian, M. & Gholamian, M.R. (2011). Full relationship among e-satisfaction, e-trust, e-service quality and e-loyalty: the case of Iran e-banking. Journal of Theoretical & Applied Information Technology, 33(1), 1-6.
Gorla, N., Somers, T.M. & Wong, B. (2010). Organizational impact of system quality, information quality, and service quality. The Journal of Strategic Information Systems, 19(3), 207–228.
Gumussoy, C.A., Calisir F. & Bayram, A. (2007). Understanding the behavioral intention to use ERP systems: an extended technology acceptance model. Proceedings of the International Conference on Industrial Engineering and Engineering Management (IEEE), Singapore.
Guritno, R.S. & Siringoringo, H. (2013). Perceived usefulness, ease of use, and attitude towards online shopping usefulness towards online airlines ticket purchase. Procedia - Social and Behavioral Sciences, 81, 212–216.
Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2014). Multivariate data analysis: Pearson new international edition. 7th ed. Harlow: Pearson.
Hasan, L. (2013). Heuristic evaluation of three Jordanian university websites. Informatics in Education, 12(2), 231-251.
Henseler, J., Ringle, C.M. & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
Hess, T.J., McNab, A.L. & Basoglu, K.A. (2014). Reliability generalization of perceived ease of use, perceived usefulness, and behavioral intention. MIS Quarterly, 38(1),1-28.
Kim, H.W., Xu, Y. & Koh, J. (2004). A comparison of online trust building factors between potential customers and repeat customers. Journal of the Association for Information Systems, 5(10), 392-420.
Kuan, H.H., Bock, G.W. & Vathanophas, V. (2008). Comparing the effects of website quality on customer initial purchase and continued purchase at e-commerce websites. Behaviour & Information Technology, 27(1), 3-16.
Lin, H.F. (2010). An application of fuzzy AHP for evaluating course website quality. Computers & Education, 54(4), 877-888.
Lin, J. & Lu, H. (2000). Toward an understanding of the behavioural intention to use a web site. International Journal of Information Management, 20(3),197-208.
Lin, W.S. & Wang, C.H. (2012). Antecedences to continued intentions of adopting e-learning system in blended learning instruction: a contingency framework based on models of information system success and task-technology fit. Computers & Education, 58(1), 88-99.
Lu, I.Y., Kuo, T. & Lee, W.P. (2010). Examining the effects of information quality on behavioral intention of knowledge management system. Journal of Quality, 17(4), 297–309.
Malhotra, N.K. (2010). Marketing research: An applied orientation. 6th ed. New Jersey: Pearson Prentice-Hall.
Manzoor, M., Hussain, W., Ahmed, A. & Iqbal, M.J. (2012). The importance of higher education websites and its usability. International Journal of Basic and Applied Sciences, 1(2), 150-163.
Markert, J. (2004). Demographics of age: generational and cohort confusion. Journal of Current Issues & Research in Advertising, 26(2), 11-25.
Martins, C., Oliveira, T. & Popovič, A. (2014). Understanding the Internet banking adoption: a unified theory of acceptance and use of technology and perceived risk application. International Journal of Information Management, 34(1), 1-13.
Mentes, S.A. & Turan, A.H. (2012). Assessing the usability of university websites: an empirical study on Namik Kemal University. The Turkish Online Journal of Educational Technology, 11(3), 61-69.
Nor, K.M. and Pearson, J.M. (2008). An exploratory study into the adoption of Internet banking in a developing country: Malaysia, Journal of Internet Commerce, 7(1), 29-73.
Pallant, J. (2013). SPSS survival manual: A step by step guide to data analysis using the IBM SPSS. 5th ed. Berkshire: McGraw-Hill.
Rahimnia, F. & Hassanzadeh, J.F. (2013). The impact of website content dimension and e-trust on e-marketing effectiveness: the case of Iranian commercial saffron corporations. Information & Management, 50(5), 240-247.
Revels, J., Tojib, D. & Tsarenko, Y. (2010). Understanding consumer intention to use mobile services. Australasian Marketing Journal, 18(2), 74-80.
Rezaeean, A., Bairamzadeh, S. & Bolhari, A. (2012). The importance of website innovation on students’ satisfaction of university websites. World Applied Sciences Journal, 18(8), 1023-1029.
Rezaei, S. & Amin, M. (2013). Exploring online repurchase behavioural intention of university students in Malaysia. Journal for Global Business Advancement, 6(2), 92-119.
Severt, K., Fjelstul, J. & Breiter, D. (2013). Information communication technologies: Usages and preferences of Generation Y students and meeting professionals. Journal of Convention & Event Tourism, 14(2), 124-143.
Shanmugam, A., Savarimuthu, M.T. & Wen, T.C. (2014). Factors affecting Malaysian behavioral intention to use mobile banking with mediating effects of attitude. Academic Research International, 5(2), 236-253.
Sindhuja, P.N. & Dastidar, S.G. (2009). Impact of the factors influencing website usability on user satisfaction. The IUP Journal of Management Research, 8(12), 54-66.
Soyez, K. & Gurtner, S. (2016). How to Catch the Generation Y: Identifying EcoInnovators Among Young Customers. (In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era p. 433-434). Springer International Publishing.
Surendran, P. (2012). Technology acceptance model: a survey of literature. International Journal of Business and Social Research, 2,175–178.
Sun, P.C., Tsai, R.J., Finger, G., Chen, Y.Y. & Yeh, D. (2008). What drives a successful e-learning? An empirical investigation of the critical factors influencing learner satisfaction. Computers & Education, 50(4), 1183-1202.
Valentine, D.B. & Powers, T.L. (2013). Online product search and purchase behavior of Generation Y. Atlantic Marketing Journal, 2(1), 76-91.
Van der Heijden, H. (2003). Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information & Management, 40, 541-549.
Wixom, B.H. & Todd, P.A. (2005). A theoretical integration of user satisfaction and technology acceptance. Information Systems Research, 16(1), 85-102.
Yang, Z., Cai, S., Zhou, Z. & Zhou, N. (2005). Development and validation of an instrument to measure user perceived service quality of information presenting web portals. Information & Management, 42(4), 575-589.
Zhou, T. (2011). Examining the critical success factors of mobile website adoption. Online Information Review, 35(4),636–652.
Published
2020-11-02
How to Cite
Van Deventer, M., & Heleneze Lues. (2020). Factors influencing Generation Y students’ satisfaction with university websites: Array. Acta Universitatis Danubius. Œconomica, 16(6). Retrieved from https://dj.univ-danubius.ro/index.php/AUDOE/article/view/591
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Business Administration and Business Economics
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