Virtual communication adoption by educational leaders: moderating role of perceived risk and benefits

PurposeThe objective of this study was to analyse the effects of major determinants on VCT adoption intention among higher educational leaders. Also, this study aims to investigate how perceived risk and perceived benefits influence the educational leaders, VCT actual use intention.Design/methodology/approachThe authors used the online survey method to collect the 440 responses through purposive sampling procedure. Structural equation modelling (SEM) technique and Multi Group Analysis procedure were used to test the proposed model and moderating effects.FindingsThe findings revealed that all the four determinants (PE, EE, SI and FC) based on UTAUT model have positive and significant effects on intention to use VCT. Besides this there is a significant and positive effect of intention to use VCT on actual usage of VCT by the educational leaders. The moderating effect of perceived risk and perceived benefits on actual usage of virtual communication also found significant.Research limitations/implicationsThis paper makes its contribution to the literature related to virtual communication technology adoption by including two moderator variables (perceived risk and benefits) that are expected to affect educational leaders' actual usage of VCT. The results can also help researchers and practitioners better understanding the factors that influence higher educational leaders to adopt VCT.Originality/valueThis study proposed a model incorporating the perceived risk and perceived benefits in the UTAUT model to predict the actual use of VCT. The study endeavours to investigate the moderating effects of perceived risk and perceived benefits between ITUVCT and AUVCT in Indian educational context.