It's free! Still, would I learn? Unearthing perceived value of education apps for better entrepreneurial decisions
ISSN: 0025-1747
Article publication date: 7 March 2023
Issue publication date: 29 August 2024
Abstract
Purpose
This study aims to explore customer perceived value (CPV) dimensions in the context of free mobile educational applications (EduApps) which are paramount in learning-based digital start-ups and are essential for the implementation of circular economy (CE). The purpose of the present study is to identify dimensions of CPV specifically for EduApps and propose a conceptual model that would assist the digital start-up decisions which in turn can be a catalyst in navigating to a CE.
Design/methodology/approach
The study uses the Netnography approach by analyzing online user-generated content. A total of 13,147 reviews posted on the Google play store after using top free education apps were coded using ATLAS.ti 9 software.
Findings
Major dimensions of context-specific CPV are identified as technical value, content value, pedagogical value, gamification value and learning value. Subdimensions and items are extracted for each of these dimensions.
Practical implications
The larger subscriber base drives sponsorships, advertisements and donations which underpin the business model of free EduApps. This can be obtained through an attractive value proposition. Identifying context-specific value dimensions would aid entrepreneurs in optimal value mix development decisions. The proposed framework can be utilized by both researchers (for scale creation, comparative studies and quantitative studies) and practitioners (for entrepreneurial decisions on better value propositions).
Originality/value
CPV successfully describes consumer decision-making, but less attention is paid to linking the theory to the setting of mobile learning apps, where the bulk of research is focused on techniques like TAM, UTAUT, etc. In addition, studies identifying CPV from mobile apps with a specific focus on EduApps are sparse. Extant literature in this context is either based on a foundation of in-store business value dimensions or dominated by technical aspects when focused on the context of mobile apps. The current study bridges this gap.
Keywords
Acknowledgements
Expression of concern: The publisher of Management Decision is issuing an Expression of Concern for the following article “Dastane, O., Fandos-Roig, J.C. and Sánchez-García, J. (2023), “It's free! Still, would I learn? Unearthing perceived value of education apps for better entrepreneurial decisions”, Management Decision, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MD-09-2022-1292.” which was submitted to the guest-edited special issue ‘Navigating the role of circular economy in entrepreneurship: Opportunities and challenges’. An investigation by the publisher found a number of articles with multiple concerns, including but not limited to compromised editorial handling and reviewing, undisclosed conflicts of interest, and lack of suitability for the scope of the journal. As a result of these concerns and as trust in the content is central to the integrity of the publication process, the Editor-in-Chief and publisher have taken the decision to publish an Expression of Concern for all articles within this special issue. The authors of this article would like to note that they do not agree with the content of this notice. The journal has not been able to confirm whether the authors were aware of these concerns. An investigation is ongoing and is currently unresolved. Further information will be provided by Management Decision as it becomes available.
Citation
Dastane, O., Fandos-Roig, J.C. and Sánchez-García, J. (2024), "It's free! Still, would I learn? Unearthing perceived value of education apps for better entrepreneurial decisions", Management Decision, Vol. 62 No. 8, pp. 2558-2577. https://doi.org/10.1108/MD-09-2022-1292
Publisher
:Emerald Publishing Limited
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