IDEAS home Printed from https://ideas.repec.org/a/arp/bmerar/2016p96-103.html
   My bibliography  Save this article

What Makes Chinese College Students Accept and use Mobile Education Applications?

Author

Listed:
  • En Li

    (New York Institute of Technology, School of Management, 1855 Broadway, New York, NY 10023)

  • Min Chung Han

    (PhD, New York Institute of Technology, School of Management, 1855 Broadway, New York, NY 10023)

Abstract

In China, a mobile education app is one of the top-three most popular apps, and its market size is continually growing. As the age of the largest group of mobile app users in China is between 26 and 30 years old, college students will become the largest potential group to use mobile education apps in the future. Therefore, understanding the Chinese potential consumers’ attitude and behavior intention to use mobile education apps is a good way for marketers to set up competitive strategies during promotions. Based on the TAM model, this study used perceived usefulness, perceived ease of use, and perceived enjoyment to measure students’ attitude and behavior intention to use mobile education apps in China. Based on the research of 125 Chinese college students, the result indicated that perceived usefulness and perceived enjoyment were positively influencing users’ attitude and intention to use mobile education apps. However, the perceived ease of use didn’t affect participants’ behavior intention to use education apps. It confirms that the perceptions of usefulness and enjoyment are indicators of attitude and intention to use mobile education apps among Chinese college students. Moreover, the perceived ease of use has a positive impact on the Chinese college students’ attitude toward education apps but not the individual intention to use the apps. Therefore, in order to target Chinese college students, marketers can focus on the usefulness and enjoyment of using education apps.

Suggested Citation

  • En Li & Min Chung Han, 2016. "What Makes Chinese College Students Accept and use Mobile Education Applications?," Business, Management and Economics Research, Academic Research Publishing Group, vol. 2(5), pages 96-103, 05-2016.
    • Handle: RePEc:arp:bmerar:2016:p:96-103
    as

    Download full text from publisher

    File URL: http://www.arpgweb.com/pdf-files/bmer2(5)96-103.pdf
    Download Restriction: no
    File URL: http://www.arpgweb.com/?ic=journal&journal=8&month=05-2016&issue=5&volume=2
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:arp:bmerar:2016:p:96-103. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Managing Editor (email available below). General contact details of provider: http://arpgweb.com/index.php?ic=journal&journal=8&info=aims .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.