TY - JOUR
T1 - STUDENT COURSE PERCEPTIONS: A PERCEIVED-EASE-OF-USE--PERCEIVED-USEFULNESS FRAMEWORK
AU - Barat, Somjit
AU - Rajamma, Rajasree K.
AU - Zolfagharian, Mohammad Ali
AU - Ganesh, Gopala
AU - NairRajamma, Rajasree K.
PY - 2009/1/1
Y1 - 2009/1/1
N2 - This study focuses on students' perceptions about a hybrid marketing course, delivered in independent face-to- face 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.
AB - This study focuses on students' perceptions about a hybrid marketing course, delivered in independent face-to- face 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.
UR - https://digitalcommons.fairfield.edu/business-facultypubs/149
M3 - Article
VL - 15
JO - Journal for Advancement of Marketing Education
JF - Journal for Advancement of Marketing Education
ER -