FACTORS INFLUENCING STUDENTS’ DIGITAL SKILLS AT THE UNIVERSITY OF FINANCE AND MARKETING

Abstract

This study aims to analyze the factors influencing students’ digital skills at the University of Finance and Marketing (UFM), encompassing effort expectancy, perceived cost, online communication, and perceived usefulness. The research findings have highlighted the of impact each factor, with effort expectancy identified as the most significant aspect. The study's contribution lies not only in identifying these influencing factors but also in providing a foundation for the University to design digital skills training programs tailored to students’ needs in the current digital transformation landscape.