Consumer Behaviour in E-Tertiary Education: A Singapore Perspective

Abstract

In spite of the extensive studies in online education, there is a lack of empirical study within the marketing paradigm. In Singapore, Internet-based education has not attracted as many students as had been expected. The scarcity of knowledge about consumer behavior in online education in Singapore prompted this research. This study hypothesizes a quantitative linear model to describe the factors affecting the market acceptance of e-tertiary education in Singapore and then provides an empirical test of the model, which was validated. Empirical results from in-depth pilot interviews and questionnaires survey showed that trust, courseware design competency, individual competency, institutional competency and pull factors influence the market acceptance of e-tertiary education in Singapore. Implications for e-tertiary education providers are presented.

Keywords: e-tertiary education, market acceptance