Embracing online education: exploring options for success

Leroy Robinson

Journal of Marketing for Higher Education, 2017, vol. 27, issue 1, 99-111

Abstract: As the marketplace for higher education changes, attracting and retaining students is of utmost importance. Providing successful course delivery methods (e.g. face-to-face, fully online, hybrid) offers an opportunity for universities to differentiate from each other. This research investigates the relationships involved in student acceptance of online course management systems. Business students at a university located in the southwestern region of the United States completed an online questionnaire. The results indicate support for the core relationships of the technology acceptance model. In addition, personal innovativeness and support services both demonstrated an influence on acceptance. As a response to competition, universities should identify and make use of particular students as champions of the institutions’ online delivery options. Furthermore, there exist the potential to increase the value of online course delivery through the administration of significant support services.

Date: 2017
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DOI: 10.1080/08841241.2016.1261978

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