The impact of the COVID-19 pandemic on e-learning adoption in an emerging market: a longitudinal study using the UTAUT model

Purpose The COVID-19 pandemic provided unprecedented impetus to the evolution of the e-learning learning ecosystem by compelling students to adopt e-learning systems. This paper aims to use the UTAUT model to provide insight into the differences in factors influencing the adoption of e-learning systems before and after the pandemic. Design/methodology/approach This longitudinal study uses two surveys conducted among graduate students in the city of Bengaluru in India. One prior to the start of the COVID-19 pandemic and a second in its aftermath. PLS-SEM is used to analyze both data sets to draw insights into the constructs that influence Behavioral intention to adopt e-learning systems. The moderating effect of gender is also analyzed. Findings Pre COVID-19, Facilitating Conditions, Performance Expectancy and Effort Expectancy (quadratic behavior) were dominant factors influencing the adoption of e-learning technologies. Post pandemic, Performance Expectancy and Social Influence are drivers of e-learning adoption. Effort Expectancy and Facilitating Conditions grouped as Ease of Use is a significant driver of e-learning adoption post pandemic. Gender is found to not have a moderating influence. Originality/value The unique longitudinal study of the differences in factors influencing students’ intention to adopt e-learning pre- and post-COVID-19 can prove useful to policy makers in the higher education sector. Academics can use the post-pandemic e-learning model’s findings in multiple contexts such as generational cohorts, educational contexts and social contexts.