E-learning is becoming a widespread method of gaining knowledge in a global environment. Accessibility and variety of online content encourage more people to get involved in learning from digital resources. However, there has been limited research exploring the factors that could influence students’ attitudes regarding e-learning. In this study, field research was conducted to determine which factors affect students’ attitudes towards e-learning. The questionnaire was developed to collect data about factors that influence attitudes towards e-learning. A total of 286 students were the study cohort. Three factors were identified using principal component analysis: e-learning usefulness, ease of use, and content design. Regression analysis was conducted to determine the strength of the factors influencing attitudes towards e-learning. All factors had a significant influence on attitude towards e-learning. Usefulness of e-learning had the strongest impact on students’ e-learning intention. Our study will contribute to the existing work in this field by emphasizing the importance of perception of content design on attitudes towards e-learning.

E-learning is becoming a widespread method of gaining knowledge in a global environment. Accessibility and variety of online content encourage more people to get involved in learning from digital resources. However, there has been limited research exploring the factors that could influence students� attitudes regarding e-learning. In this study, field research was conducted to determine which factors affect students� attitudes towards e-learning. The questionnaire was developed to collect data about factors that influence attitudes towards e-learning. A total of 286 students were the study cohort. Three factors were identified using principal component analysis: e-learning usefulness, ease of use, and content design. Regression analysis was conducted to determine the strength of the factors influencing attitudes towards e-learning. All factors had a significant influence on attitude towards e-learning. Usefulness of e-learning had the strongest impact on students� e-learning intention. Our study will contribute to the existing work in this field by emphasizing the importance of perception of content design on attitudes towards e-learning.

She is the author of the book "Media Campaign-publicity and advertising" and a co-author of the book "Public Relations Best Practice 2011 and 2013". She is a corporate communications consultant in Victoria Group and was Head of Marketing and Corporate Communications in Deloitte, Corporate Affairs manager and after that a Consultant in Coca-Cola Hellenic, (2007-2011). She was a member of the Managing board of Smart Kolektiv and Public Relations Society of Serbia. Her other responsibilities include a chairperson of the Working Group of United Nations Global Compact for the national CSR strategy. She started her career as a producer of documentaries for foreign TV stations ARD, WDR, Televisione Swizzera-Italiana, etc. Vlastelica Bakić is member of the International Public Relations Association (IPRA), Serbian Association of Managers (SAM), and corporate representative in the American Chamber of Commerce (AmCham), Foreign Investors Council (FIC), Business Leaders Forum (BLF).

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