The impact of E-service quality, Facebook usage and Artificial Intelligence on E-learning systems: The mediating role of student satisfaction

The adoption of e-learning systems has been increasing and reports indicate that Asia has the highest percentage of the growth towards e-learning systems. Following this backdrop, the main purpose of the present study was to evaluate the role of the E-service quality, Facebook usage, artificial intelligence, and student satisfaction on the usage of the E-learning systems. Sample data was collected from students enrolled in any institute offering e-learning in Malaysia. A total of 500 questionnaires were disseminated to the participants identified via online polling and a total of 412 usable questionnaires were evaluated for SEM. The findings of the study show that the usage of Facebook, Artificial intelligence, the satisfaction of students, and E-service quality affected the use of the E-learning systems. Students’ satisfaction was also found to positively mediate with AI, FBU, ESQ, and ELS. E-learning adoption is increasing in Malaysia and the recent outbreak of COVID-19 has also invigorated the need for the development of effective e-learning programs so that the education of students doesn’t get interruptions. The present study has important theoretical and practical implications in this regard; the findings can be applied to the development of e-learning systems of the countr