Consumer Behaviour in E-Tertiary Education: A Singapore Perspective

International Journal of Business and Management, Vol. 2, No. 4, pp. 105-111, August 2007

7 Pages Posted: 15 Jan 2008

See all articles by Kim Choy Chung

Kim Choy Chung

American University in Dubai

Kim Fam

University of Otago - Department of Marketing; Saint Istvan University

David K. Holdsworth

University of Otago

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

Suggested Citation

Chung, Kim Choy and Fam, Kim Shyan and Holdsworth, David K., Consumer Behaviour in E-Tertiary Education: A Singapore Perspective. International Journal of Business and Management, Vol. 2, No. 4, pp. 105-111, August 2007. Available at SSRN: https://ssrn.com/abstract=1083841

Kim Choy Chung (Contact Author)

American University in Dubai ( email )

Dubai, UAE 28282
United Arab Emirates

Kim Shyan Fam

University of Otago - Department of Marketing ( email )

United States

Saint Istvan University ( email )

Hungary

David K. Holdsworth

University of Otago ( email )

P.O. Box 56
Dunedin, Otago 9010
New Zealand

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