INTENTION TO ADOPT INNOVATION CULTURE AMONG EMPLOYEES IN ONLINE DISTANCE LEARNING HIGHER EDUCATION INSTITUTIONS

Year 2025, Volume: 26 Issue: 1, 122 - 133, 01.01.2025

Liana Mohamad , Zahir Osman

https://doi.org/10.17718/tojde.1408624

Abstract

The objective of the study is to evaluate both direct and indirect relationships among organizational culture, attitude, intention, and adoption of the innovation culture in Malaysian ODL higher education institutions. The findings of this study are crucial for ODL institutions to maximize employee performance by adopting an innovation culture for their survival and sustainability. The research framework includes two independent variables: organizational culture and attitude, intention as a mediator, and adoption as a dependent variable. Primary data was collected through the survey questionnaire and distributed via e-mail. The study utilized non-probability purposive sampling. This study analyzed 316 questionnaires, representing an 86.5% response rate. The results support the proposed hypotheses, confirming the significant influence of organizational culture and attitude on intention. The findings show that attitude and intention significantly influence adoption. However, organizational culture does not significantly influence adoption. The intention was a critical mediator between independent and dependent variables. This study’s model demonstrates high prediction relevance based on statistical analysis with PLS prediction and a validated predictability test (CVPAT). Only one direct relationship hypothesis was rejected, while the four direct and two indirect relationship hypotheses were supported. Overall, this study provides valuable insights into maximizing the adoption of an innovation culture in ODL higher education institutions.

Keywords

Attitude, intention, adoption, innovation culture, organizational culture, open distance learning

Supporting Institution

OPEN UNIVERSITY MALAYSIA

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