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UNDERSTANDING THE ADOPTION OF ONLINE LANGUAGE LEARNING v8 changes accepted.pdf (657.35 kB)

Understanding the adoption of online language learning based on e-marketing mix model

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journal contribution
posted on 2023-06-09, 02:20 authored by Kin Meng Sam, He Lei Li, Chris ChatwinChris Chatwin
This paper presents a quantitative study on the adoption of online language learning based on the e-marketing mix model. The Internet has changed the business context of many industries. Online language learning is one of the rapidly growing industries. Due to globalization and the high population in China, there is a huge potential in the market for online language learning. In this study, the Chinese language learners’ adoption of online language learning is analyzed. The purpose of this study is to evaluate the impact of Chinese language learners’ perceptions of e-marketing mix elements on their adoption of online language learning products. The results show that perceived product, perceived privacy, perceived community, perceived site and perceived sales promotion all have a positive impact on behavioral intention of adopting online language learning; while perceived security and perceived customer service have a negative impact on behavioral intention of adopting online language learning. The results of this research provides guidance for web site designers to develop more effective online language learning platforms.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

Journal of Information Technology Management

ISSN

1042-1319

Publisher

A Publication of the Association of Management

Issue

2

Volume

XXVII

Page range

65-81

Department affiliated with

  • Engineering and Design Publications

Research groups affiliated with

  • Industrial Informatics and Signal Processing Research Group Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2016-08-02

First Open Access (FOA) Date

2017-07-30

First Compliant Deposit (FCD) Date

2016-08-01

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