UNIVERSITY REGISTRATION SYSTEM, LOYALTY IN USING THE INFORMATION SYSTEM THROUGH THE INTERNET NETWORK, AND TECHNOLOGY ACCEPTANCE OF UNDERGRADUATE STUDENTS IN A PUBLIC UNIVERSITY

Abstract

The objectives of this study were ( 1) to compare loyalty levels in using the registration system over the internet network in a public university, (2) to compare levels of technology acceptance and behaviors in using the registration system through the university’ s internet network, ( 3) to identify influencing factors of loyalty in using the registration system through the university’ s internet network, ( 4) to identify influencing factors of returns and repeats in using the registration system through the university’ s internet network, and ( 5) to identify influencing factors of technology acceptance and behaviors in using the registration system through the university’s internet network. In this quantitative study, a questionnaire was employed to collect the data. The samples included 829 undergraduate students, which were obtained through a stratified random sampling. The data were analyzed by using a bivariate analysis, a regression model, an ordered probit model, and a structural equation model. Results included: that among the four university campuses, the students on campus A demonstrated the highest level of service loyalty with statistical significance; the students on campus A had the highest level of technology acceptance and usage behaviors with statistical significance; the influencing factors of service loyalty with statistical significance were satisfaction and suggestions; the influencing factors of returned and repeated service use with statistical significance were suggestions and loyalty; and every factor influenced the technology acceptance and the usage behaviors with statistical significance.