IDEAS home Printed from https://ideas.repec.org/a/taf/jmkthe/v27y2017i1p99-111.html
   My bibliography  Save this article

Embracing online education: exploring options for success

Author

Listed:
  • Leroy Robinson

Abstract

As the marketplace for higher education changes, attracting and retaining students is of utmost importance. Providing successful course delivery methods (e.g. face-to-face, fully online, hybrid) offers an opportunity for universities to differentiate from each other. This research investigates the relationships involved in student acceptance of online course management systems. Business students at a university located in the southwestern region of the United States completed an online questionnaire. The results indicate support for the core relationships of the technology acceptance model. In addition, personal innovativeness and support services both demonstrated an influence on acceptance. As a response to competition, universities should identify and make use of particular students as champions of the institutions’ online delivery options. Furthermore, there exist the potential to increase the value of online course delivery through the administration of significant support services.

Suggested Citation

  • Leroy Robinson, 2017. "Embracing online education: exploring options for success," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 99-111, January.
    • Handle: RePEc:taf:jmkthe:v:27:y:2017:i:1:p:99-111
    DOI: 10.1080/08841241.2016.1261978
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/08841241.2016.1261978
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/08841241.2016.1261978?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Balaji, M.S. & Roy, Sanjit Kumar & Sadeque, Saalem, 2016. "Antecedents and consequences of university brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 3023-3032.
    2. Robinson, Leroy Jr. & Marshall, Greg W. & Stamps, Miriam B., 2005. "Sales force use of technology: antecedents to technology acceptance," Journal of Business Research, Elsevier, vol. 58(12), pages 1623-1631, December.
    3. Ritu Agarwal & Jayesh Prasad, 1998. "A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology," Information Systems Research, INFORMS, vol. 9(2), pages 204-215, June.
    4. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer;The Psychometric Society, vol. 16(3), pages 297-334, September.
    5. Robert L. Williams & Maktoba Omar, 2014. "Applying brand management to higher education through the use of the Brand Flux Model-super-™ - the case of Arcadia University," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(2), pages 222-242, December.
    6. Palmer, Adrian & Koenig-Lewis, Nicole & Asaad, Yousra, 2016. "Brand identification in higher education: A conditional process analysis," Journal of Business Research, Elsevier, vol. 69(8), pages 3033-3040.
    7. Hanif Haghshenas & Ehsan Aminaei Chatroudi & Fredy Anthony Njeje, 2012. "Does educational level matter in adopting online education? A Malaysian perspective," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 22(1), pages 117-151, June.
    8. Rajdeep Grewal & Joseph A. Cote & Hans Baumgartner, 2004. "Multicollinearity and Measurement Error in Structural Equation Models: Implications for Theory Testing," Marketing Science, INFORMS, vol. 23(4), pages 519-529, June.
    9. Ritu Agarwal & V. Sambamurthy & Ralph M. Stair, 2000. "Research Report: The Evolving Relationship Between General and Specific Computer Self-Efficacy—An Empirical Assessment," Information Systems Research, INFORMS, vol. 11(4), pages 418-430, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Albert Chibuwe & Allen Munoriyarwa, 2023. "Emerging Methods and Challenges Associated With Teaching and Learning Media Studies During the COVID-19 Pandemic Induced Lockdowns in Zimbabwe and South Africa," SAGE Open, , vol. 13(2), pages 21582440231, April.
    2. Päivikki Kuoppakangas & Kati Suomi & Paul Clark & Chris Chapleo & Jari Stenvall, 2020. "Dilemmas in Re-branding a University—“Maybe People Just Don’t Like Change”: Linking Meaningfulness and Mutuality into the Reconciliation," Corporate Reputation Review, Palgrave Macmillan, vol. 23(2), pages 92-105, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Francisco Liébana-Cabanillas & Nidhi Singh & Zoran Kalinic & Elena Carvajal-Trujillo, 2021. "Examining the determinants of continuance intention to use and the moderating effect of the gender and age of users of NFC mobile payments: a multi-analytical approach," Information Technology and Management, Springer, vol. 22(2), pages 133-161, June.
    2. Jeeyeon Jeong & Yaeri Kim & Taewoo Roh, 2021. "Do Consumers Care About Aesthetics and Compatibility? The Intention to Use Wearable Devices in Health Care," SAGE Open, , vol. 11(3), pages 21582440211, August.
    3. Horstmann, Felix, 2017. "Measuring the shopper's attitude toward the point of sale display: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 112-123.
    4. Robinson, Leroy Jr. & Marshall, Greg W. & Stamps, Miriam B., 2005. "Sales force use of technology: antecedents to technology acceptance," Journal of Business Research, Elsevier, vol. 58(12), pages 1623-1631, December.
    5. Franke, George R. & Sarstedt, Marko & Danks, Nicholas P., 2021. "Assessing measure congruence in nomological networks," Journal of Business Research, Elsevier, vol. 130(C), pages 318-334.
    6. Seok Chan Jeong & Beom-Jin Choi, 2022. "Moderating Effects of Consumers’ Personal Innovativeness on the Adoption and Purchase Intention of Wearable Devices," SAGE Open, , vol. 12(4), pages 21582440221, November.
    7. Mun Y. Yi & Fred D. Davis, 2003. "Developing and Validating an Observational Learning Model of Computer Software Training and Skill Acquisition," Information Systems Research, INFORMS, vol. 14(2), pages 146-169, June.
    8. Eung-Suk Park & ByungYong Hwang & Kyungwan Ko & Daecheol Kim, 2017. "Consumer Acceptance Analysis of the Home Energy Management System," Sustainability, MDPI, vol. 9(12), pages 1-15, December.
    9. Girod, Bastien & Mayer, Sebastian & Nägele, Florian, 2017. "Economic versus belief-based models: Shedding light on the adoption of novel green technologies," Energy Policy, Elsevier, vol. 101(C), pages 415-426.
    10. Caner Dincer & Banu Dincer, 2015. "Key Factors of Online Customer Satisfaction," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(7), pages 97-111, July.
    11. Chou, Shih-Wei & Hsu, Chia-Shiang, 2018. "An empirical investigation on knowledge use in virtual communities–A relationship development perspective," International Journal of Information Management, Elsevier, vol. 38(1), pages 243-255.
    12. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.
    13. Laura Pascual‐Nebreda & Pablo Cabanelas‐Lorenzo & Alicia Blanco‐González, 2022. "Understanding dissatisfaction through evaluation theory," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(7), pages 3116-3129, October.
    14. Balmer, John M.T. & Mahmoud, Rudiana & Chen, Weifeng, 2020. "Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights," Journal of Business Research, Elsevier, vol. 116(C), pages 628-641.
    15. Xixi Li & J. J. Po-An Hsieh & Arun Rai, 2013. "Motivational Differences Across Post-Acceptance Information System Usage Behaviors: An Investigation in the Business Intelligence Systems Context," Information Systems Research, INFORMS, vol. 24(3), pages 659-682, September.
    16. Mohammed Yousef Mai & Mahizer Hamzah, 2017. "Primary Science Teachers’ Perceptions of Technological Pedagogical and Content Knowledge (TPACK) In Malaysia," European Journal of Social Sciences Education and Research Articles, Revistia Research and Publishing, vol. 4, ejser_v4_.
    17. Weiyin Hong & Frank K. Y. Chan & James Y. L. Thong & Lewis C. Chasalow & Gurpreet Dhillon, 2014. "A Framework and Guidelines for Context-Specific Theorizing in Information Systems Research," Information Systems Research, INFORMS, vol. 25(1), pages 111-136, March.
    18. Henning, Dennis, 2023. "Blockchain Technology Adoption among Consumers: An Analysis of Usage Intention and Application Usefulness," Junior Management Science (JUMS), Junior Management Science e. V., vol. 8(3), pages 798-826.
    19. Nizar Raissi & Anas Hakeem, 2017. "How to Determine the Influencing Cultural Factors on the Strategic Decision-Making Process in the Banking Sector?," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 8(1), pages 37-54, February.
    20. Madrigal, Robert, 2020. "The role of identification and gratitude in motivating organization-serving intentions and behaviors," Journal of Business Research, Elsevier, vol. 116(C), pages 75-84.

    More about this item

    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:taf:jmkthe:v:27:y:2017:i:1:p:99-111. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/WMHE20 .

    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.