The implementation of Blackboard system as a teaching and learning tool has grown rapidly world-wide in recent years. Yet, limited research has been conducted to investigate the factors influencing students’ e-loyalty intention towards this technology. By extending the technology acceptance model, this paper aims to provide a research model for examining the indirect impact of enjoyment and computer anxiety on students’ e-loyalty intention towards Blackboard and the direct impact of subjective norms on students’ e-loyalty intention towards Blackboard. To test the proposed research model, data are collected through a questionnaire survey distributed among undergraduate university students in the United Arab Emirates. Structural equation modelling techniques are used in this study to verify the causal relationships between the variables.
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Mouakket et al. (2012) studied this question.
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