The Impact of Adopting Digital Transformation in Enhancing Institutional Excellence on Private Universities According to the UTAUT Model, Southern Governorates of Palestine

Hatem Asfa, Arafat Nassar

Received: 2025-03-26, Published: 2025-03-28

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This article was originally published by Qassim University and was migrated to Scientific Scholar after the change of Publisher.

Abstract

The study aimed to identify the impact of adopting digital transformation in enhancing institutional excellence according to the Unified theory of acceptance and use of technology(UTAUT). The study adopted the analytical descriptive approach using the questionnaire as a tool for data collection . The study relied on a simple random sample to select the study items, which amounted to (220) employees. The study came out with a number of important results: The dimensions of digital transformation represented by performance expectancy, effort expectancy, facilitating conditions and social influence exist in private universities with a relative weight of (85.32%). There is a high level of institutional excellence between the sample members in private universities, with a relative weight of (84.6%). In addition, there is a statistically significant effect between the dimensions of digital transformation represented by facilitating conditions and social influences in promoting institutional excellence in private universities, while there is no effect for the dimensions performance expectancy, effort expectancy in promoting Institutional excellence in private universities . the study found that there were statistically significant differences in the averages of the responses of the two subjects towards the effect of adopting digital transformation in promoting institutional excellence due to (gender, qualification, experience), and there are no differences due to the job title.