Drivers of Innovation Culture Adoption in Online Distance Learning Higher Education Institutions: Structural Equation Modelling Approach

Abstract

This study aims to evaluate the relationship between organizational culture, attitude, subjective norm, perceived behavioral control, intention, and adoption of innovation culture in online distance learning (ODL) higher education institutions in Malaysia. The findings of this study are crucial for ODL institutions to maximize employee performance through the adoption of an innovation culture, which is essential for their survival and sustainability. The research framework includes four exogenous variables (organizational culture, attitude, subjective norm, and perceived behavioral control), with intention as a mediator and adoption as an endogenous variable. Primary data was collected using a survey questionnaire adapted from previous studies and distributed via email. Non-probability purposive sampling was employed due to the unavailability of a sample frame. The study analyzed 316 clean questionnaires out of the 333 received, representing an 86.5% response rate. The results support most of the proposed hypotheses, confirming the significant influence of organizational culture, attitude, subjective norm, and perceived behavioral control on intention. Intention was found to be a critical mediator between exogenous and endogenous variables. The model proposed in this study demonstrates high predictive relevance based on statistical analysis using PLSpredict and  Cross-Validated Predictive Ability Test (CVPAT). Only one direct relationship hypothesis was not supported, while the six 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.