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
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
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