Consumer behaviour in e-tertiary education: a Singapore perspective
|dc.contributor.author||Holdsworth, David K||en_NZ|
|dc.identifier.citation||Chung, 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.description||Full text available from the Social Science Research Network; follow the link provided.||en_NZ|
|dc.description.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.||en_NZ|
|dc.relation.ispartof||International Journal of Business and Management||en_NZ|
|dc.title||Consumer behaviour in e-tertiary education: a Singapore perspective||en_NZ|
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