Innovation Diffusion Impact on Students’ Online Platform Participation

Abstract

Technology and innovation offer excellent opportunities for educational institutions, particularly Higher Education Institutions (HEIs), to provide high-quality education services in the industry 4.0 era. Most classes are conducted online during the pandemic, whereby students fully participate in online learning activities and processes. Thus, the study aims to examine the influence of relative advantage, complexity, and observability on students’ online platform participation. The study employed a cross-sectional research design and collected quantitative data from 384 students using a purposive sampling technique. Additionally, a questionnaire was distributed through WhatsApp and Facebook to collect data and analysed using the statistical package for social sciences (SPSS) version 21. The findings revealed that relative advantage, complexity, and observability significantly affect students’ online platform participation. Furthermore, the study provided several insights into students’ online participation.