The e-learning system market is so fragmented that its developers are struggling with high attrition rate and low customer loyalty. Voice over Internet Protocol enabled online learning service providers are struggling with the same disloyalty issue despite its high degree of system fit for online global learning applications. Effective solutions to this prevalent problem rely on the understanding of not only system quality but also information quality and individual belief about the usefulness of this technology. This research aims to provide insights into a creative solution from the perspectives of information systems success and control belief. A theoretical model is proposed to integrate seven major constructs of IS success and planned behavior theory. We test our model using the path analysis of data collected from an experiment where 98 undergraduate students from USA and Taiwan worked in pairs using Skype to improve their English and intercultural communication skills. Data analysis results show that information quality and perceived behavioral control are much more important than system quality in increasing satisfaction with the use of Skype. Along with the increase of user satisfaction can lead to the improvement of intercultural communication competence, and increased user loyalty.
Chen, Charlie C. and Ractham, Peter, "Adopting Internet Telephony Technology as a Cross-Cultural Communication Training Tool" (2013). PACIS 2013 Proceedings. 207.