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dc.contributor.authorChung, Kim-Choyen_NZ
dc.contributor.authorFam, Kim-Shyanen_NZ
dc.contributor.authorHoldsworth, David Ken_NZ
dc.identifier.citationChung, K.-C., Fam, K.-S., & Holdsworth, D. K. (2007). Consumer behaviour in e-tertiary education: a Singapore perspective. International Journal of Business and Management, 2(4), 105–111.en
dc.descriptionFull text available from the Social Science Research Network; follow the link provided.en_NZ
dc.description.abstractIn 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.en_NZ
dc.relation.ispartofInternational Journal of Business and Managementen_NZ
dc.subjecte-tertiary educationen_NZ
dc.subjectmarket acceptanceen_NZ
dc.subject.lcshHF Commerceen_NZ
dc.subject.lcshHF5601 Accountingen_NZ
dc.titleConsumer behaviour in e-tertiary education: a Singapore perspectiveen_NZ
dc.typeJournal Articleen_NZ
otago.openaccessAbstract Only
dc.description.refereedPeer Revieweden_NZ
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