The infestation of the world pandemic has significantly changed the landscape of teaching and learning experience in Malaysia. Particularly for the institution under study, E-learning, previously used as the support medium to face-to-face classroom teaching, has become the primary medium of teaching and learning amid Covid-19. E-learning platform has replaced the face-to-face classes. Even though it is only a temporary approach, less is known in terms of its effectiveness. The present paper intends to examine the factors contributing to E-learning's effectiveness in a Higher Education Institution in Malaysia amid the COVID-19 crisis. The Technology Acceptance Model underpinned the conceptual framework. This study investigated the relationship between the independent variables (perceived usefulness, perceived ease of use, and self-motivation) and E-learning effectiveness. The data were collected through an online self-administrated questionnaire using Google form and received a total of 354 respondents. The data were analyzed using SPSS and Smart PLS. The findings revealed that perceived usefulness, perceived ease of use, and self-motivation positively influenced E-learning's effectiveness. This paper concluded that regardless of whether as the support medium or the primary medium in the teaching and learning process, the determinant to E-Learning effectiveness is still perceived the same. This study also supports the TAM proposition while incorporate self-motivation in measuring learning effectiveness.
