Abstract:

Voice over Internet Protocol- (VoIP) enabled online learning service providers struggling with high attrition rates and low customer loyalty issues despite VoIP’s high degree of system fit for online global learning applications. Effective solutions to this prevalent problem rely on the understanding of system quality, information quality, and individual beliefs about the usefulness of this technology. This research aims to provide insights into increasing the loyalty of users to VoIP-enabled global learning programs from the perspectives of information systems (IS) success and control belief. A theoretical model is proposed to integrate seven major constructs of IS success and planned behavior theory. We tested our model using the path analysis of data collected from an experiment where 66 undergraduate students from the USA and Taiwan worked in pairs using Skype to improve their English and intercultural communication skills. Data analysis results showed that information quality and perceived behavioral control are much more important than system quality in increasing satisfaction with the use of Skype. An increase in user satisfaction can lead to an improvement in intercultural communication competence and to increased user loyalty. Theoretical and practical implications are drawn from the findings to conclude this study.

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