Moderating role of the awareness of tuition fee saving toward the adoption of online learning programs among business administration students at private universities in Vietnam

This study explores the moderating role of tuition fee savings awareness on the adoption of online learning programs among business administration students at private universities in Vietnam. Using a mixed-method approach, the research integrates insights from qualitative interviews and quantitative surveys to examine the relationships between key factors, including lecturers' traits, students' characteristics and technology awareness, on students' acceptance of online learning platforms. Structural Equation Modelling (SEM) was employed to analyse data from 238 students, revealing that lecturers' competence, students' motivation and perceived usefulness of technology significantly influence adoption. The findings also underscore that awareness of tuition fee savings amplifies these relationships, highlighting its critical role in reducing financial barriers and enhancing accessibility. This study contributes to the discourse on online education by offering practical implications for improving the appeal and effectiveness of online learning programs, especially in emerging markets like Vietnam.