engleski

Measuring the newcomers' perception of virtual servicescape for e-learning service

This paper presents the study of the perception of virtual servicescape in Moodle e-learning platform from the aspect of new users. The transition from physical service locations to virtual service processes has increased the research interest in virtual servicescape field, but no research so far has analysed the virtual servicescape in e- learning. This study analyses it through its perception of aesthetic appeal and layout and functionality. The research is conducted on e- learners participating for the first time in a one semester course at the university level. This paper offers an overview of the servicescape in the virtual environment and presents the factors that are important for measuring the perception of a virtual servicescape in e-learning. Using the PLS-SEM method, the research results point out that the Originality of design as a first-order indicator has no statistically significant effect and the Layout and functionality, as a third-order construct, has major influence on the perception of the virtual servicescape.

e-learning ; virtual servicescape ; newcomers

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