IMPACT OF HYBRID LEARNING ATTRIBUTES ON USER INTENTION – A SPECIAL REFERENCE TO AIRWAY MEDIA

Authors:

P.Sakthivel1, P.G. Thitumagal2

1. II MBA ,Department of Management Studies, School of Management Studies, Vels Institute of Science,Technology and Advanced Studies(VISTAS),Pallavaram.
2. Department of Management Studies, School of Management Studies, Vels Institute of Science,Technology and Advanced Studies (VISTAS),Pallavaram.

Abstract Higher education is experiencing a radical transformation of the traditional learning model with the introduction of technological innovation, adaptability, and learner-centeredness in the field of Educational Technology (EdTech). This paper discusses the impact of the hybrid learning characteristics on the behavioral intention of users, namely in Airway Media LLP, the effect of these characteristics on the intention of the students to adopt Airway Media LLP hybrid learning, based on social influence, perception of interactivity, perception of usefulness, perception of usability, perception of facility, and perception of engagement. The study applies quantitative method of research with primary data obtained from 101 graduate and undergraduate students using a structured questionnaire. The data analysis techniques employed were reliability test, Chi-square test, correlation test, regression test and mediation test to examine the inter relationship between the variables of the study. Results showed that the characteristics of hybrid learning have significant influences on user intention, namely attitude and satisfaction as critical mediators in the linkage process. It was determined that the factors that affect the acceptance of the hybrid learning were usefulness perception, engagement perception, and facility conditions, and that gender was not related to hybrid learning perception. The findings of this study are very useful for the field of EdTech, as they include a series of recommendations for universities, policy makers and digital education providers to maximize the use of their hybrid learning model. It also addresses the impact of innovations focused around the learners and the need to keep users

KeyWords: Hybrid Learning, Educational Technology (EdTech), User Intention, Perceived Usefulness, Learner Satisfaction, Attitude, Digital Learning, Higher Education, Technology Acceptance Model (TAM).