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
journal contribution
posted on 2023-06-09, 02:20 authored by Kin Meng Sam, He Lei Li, Chris ChatwinChris ChatwinThis 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 ManagementISSN
1042-1319Publisher
A Publication of the Association of ManagementPublisher URL
Issue
2Volume
XXVIIPage range
65-81Department 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
2016-08-02First Open Access (FOA) Date
2017-07-30First Compliant Deposit (FCD) Date
2016-08-01Usage metrics
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