STUDENT COURSE PERCEPTIONS: A PERCEIVED-EASE-OF-USE – PERCEIVED-USEFULNESS FRAMEWORK

This study focuses on students' perceptions about a hybrid marketing course, delivered in independent face-toface and online formats, at a southwestern U.S. university. Based on the Perceived-Ease-of-Use (PEOU) - Perceived Usefulness (PU) framework, it examines the associations of PEOU and PU w...

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Bibliographic Details
Published in:Journal for advancement of marketing education 2009-01, Vol.15 (1), p.35-45
Main Authors: Barat, Somjit, Rajamma, Rajasree K, Zolfagharian, Mohammad Ali, Ganesh, Gopala
Format: Article
Language:English
Subjects:
Behavioral decision theory
Classrooms
Cognitive style
Communication
Hypotheses
Learning
Marketing
Perceptions
Personality
Reflective teaching
Students
Teachers
Teaching
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Summary:This study focuses on students' perceptions about a hybrid marketing course, delivered in independent face-toface and online formats, at a southwestern U.S. university. Based on the Perceived-Ease-of-Use (PEOU) - Perceived Usefulness (PU) framework, it examines the associations of PEOU and PU with each of two constructs viz., Comparative Evaluation and Communication with the Instructor. The research throws light on hitherto unexplored dimensions of students' course and teacher perceptions. In addition, from a marketing perspective, educators can utilize the findings to make their instruction more effective for their "customers." Finally, data analyses supporting the hypotheses, academic and research implications as well as ideas for future directions are presented.
ISSN:2326-3296
1537-5137