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Article
Publication date: 5 March 2020

Boonlert Watjatrakul

Personality traits and perceived value have been the focus for research in online learning adoption. However, there is a lack of understanding of how the effects of…

Abstract

Purpose

Personality traits and perceived value have been the focus for research in online learning adoption. However, there is a lack of understanding of how the effects of perceived value on online learning adoption vary according to the different personality traits and the levels of a personality trait. This study explores the moderating roles of the Big Five personality traits (i.e. neuroticism, extraversion, conscientiousness, openness to experience, and agreeableness) in the relationships between the perceived value (i.e. value for money, quality, emotional value, and social value) and intention to study online courses.

Design/methodology/approach

A survey questionnaire was used to collect data from university students. This study used the partial least squares structural equation modeling (PLS-SEM) method to measure the quality of the formative and reflective constructs and examine the moderating effects of the five personality traits in four models. The regression of intention to study online courses on the perceived value at the different levels of a personality trait was analyzed by the simple slope analysis approach.

Findings

The study found that particular personality traits moderate the relationships between the perceived value and intention to study online courses. Neuroticism and openness to experience have the moderating effects on the relationship between perceived value for money and intention to study online courses. Neuroticism is the only personality trait that moderates the effect of perceived emotional value on intention to study online courses. In addition, the different levels of a personality trait differentially moderate the effects of the perceived value on intention to study online courses.

Originality/value

This study is considered among the first research attempting to explore the moderating roles of the Big Five personality traits in the context of online learning adoption. It bridges the research gap in online learning literature and generalizes the impacts of perceived value on online learning adoption to the different personality traits and the levels of a personality trait. The results provide guidance for educational institutions to develop an effective online learning strategy by creating and communicating the right value propositions to the right group of students based on their personality traits.

Details

The International Journal of Information and Learning Technology, vol. 37 no. 1/2
Type: Research Article
ISSN: 2056-4880

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Article
Publication date: 19 September 2016

Boonlert Watjatrakul

Individual differences and perceived values of technology have received much attention in technology adoption literature. However, there is a lack of understanding of…

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1629

Abstract

Purpose

Individual differences and perceived values of technology have received much attention in technology adoption literature. However, there is a lack of understanding of their relationships and effects on online learning adoption. The study aims to investigate the effects of two important personality traits (i.e. openness to experience and neuroticism) and five perceived values (i.e. functional value, emotional value, social value, epistemic value and conditional value) on students’ intentions to adopt online learning.

Design/methodology/approach

A survey research method was used to collect information from university students. A sample size of 285 was used for data analysis. Structural equation modeling analysis using analysis of moment structure software was used to examine the construct reliability and validity, the model-fit indices and the causal relationships between latent constructs in the proposed framework.

Findings

The results show that neuroticism and openness to experience affect students’ intentions to adopt online learning through five perceived values of online learning. Particularly, students who are open to experience pay more attention to the quality of online learning. Students who are more neurotic avoid stress from learning in a situation that they are not familiar with. In addition, students tend to adopt online learning when they perceive online learning fulfills their emotional and social needs. Further discussions of the findings and implications for theory and practice are provided.

Originality/value

The study extends knowledge and understanding of online learning adoption associated with individual personality and perception of online learning’s values. It proposed a new framework to examine the effects of neuroticism, openness to experience and perceived values on online learning adoption. Universities might use the study results to plan and implement their online learning programs that will be considered valuable for students who have different personality traits.

Details

Interactive Technology and Smart Education, vol. 13 no. 3
Type: Research Article
ISSN: 1741-5659

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Article
Publication date: 5 August 2014

Boonlert Watjatrakul

Competitive pressure and declining incomes in higher education have propelled many universities to increase the number of students admitted as a means of increasing their…

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4328

Abstract

Purpose

Competitive pressure and declining incomes in higher education have propelled many universities to increase the number of students admitted as a means of increasing their income, while the admitted students are regarded as “customers.” The purpose of this paper is to examine students’ beliefs regarding outcomes of the adoption of the student-as-customer concept and the interaction effects of these outcomes and the social influence on students’ attitudes toward acceptance of the student-as-customer concept and their intentions to study at universities adopting this concept.

Design/methodology/approach

The conceptual model was developed to investigate the interaction effects of the five outcomes of the student-as-customer concept's adoption – the universities’ aim toward student satisfaction, the instructors’ neglect of teaching, the impairment of instructor-student relationship, the ease of course achievement, and the improvement of universities’ service quality and social influence on the students’ attitudes toward acceptance of the student-as-customer concept, and their intentions to study at universities adopting this concept. Survey questionnaires were used to collect data from students studying at a large private university inclining to adopt the student-as-customer concept. The structural equation modeling technique was utilized for testing the proposed model.

Findings

The results indicate that students believe that the universities’ adoption of the student-as-customer concept will lead to improvement of the universities’ service quality and the degradation of educational quality in terms of the instructors’ neglect of teaching, the impairment of instructor-student relationship, and the ease of course achievement. The improvement of service quality has a positive effect on the students’ attitudes toward acceptance of the student-as-customer concept and their intentions to study at universities adopting this concept. The students’ beliefs toward the degradation of educational quality, on the other hand, have indirect and negative effects on the students’ intentions to study at universities adopting the concept. Interestingly, the effect of social influence on students’ intentions to study at universities adopting the concept is greater than the effects of students’ beliefs toward outcomes of the concept.

Originality/value

This study is among the first research to empirically investigate the factors affecting students’ attitudes toward acceptance of the student-as-customer concept and their intentions to study at universities adopting this concept. The paper fills the gap in the higher education literature and provides guidance for universities to consider and prepare for the consequences of the concept's adoption associated with the number of students who intend to study at their universities.

Details

International Journal of Educational Management, vol. 28 no. 6
Type: Research Article
ISSN: 0951-354X

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Article
Publication date: 4 February 2014

Boonlert Watjatrakul

Most firms select their information technology outsourcing (ITO) vendors based on the two methods of the weighted-criteria evaluation technique – the “qualification score…

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1723

Abstract

Purpose

Most firms select their information technology outsourcing (ITO) vendors based on the two methods of the weighted-criteria evaluation technique – the “qualification score plus the lowest bid price for the highest price score (QS-LBHPS)” and the “qualification score plus the average bid price for the middle price score (QS-ABMPS).” This paper aims to understand whether these two methods provide the same or different results of vendor selection and how the proportional weights of a vendor's qualification and bid price affect the vendor selection results under the two methods.

Design/methodology/approach

–In total, 1,000 experimental tests were carried out using the developed spreadsheet template to examine vendor selection results of the two methods (QS-LBHPS and QS-ABMPS) and compare the vendor selection results under three conditions of vendors’ qualification and price weights. A correspondence analysis was also used to determine the proximal relationships among the selection results of the weighted criteria technique under the comparable methods.

Findings

The results indicate that, when using the two methods of the weighted criteria technique for a vendor selection, the selection results are significantly correspondent. In addition, the proportions of qualification and price weights affect the selection results under the two methods. The different proportions of qualification and price weights under the two methods yield the same selection results rather than different results.

Originality/value

This study fills the gap in ITO literatures concerning the vendor selection strategy. No empirical studies have been undertaken to compare the results of vendor selection under the two methods of the weighted-criteria evaluation technique. The findings enable a firm's selection team to apply the weighted-criteria evaluation technique effectively and realize that vendor selection results are altered based on the predefined proportions of qualification and price weights.

Details

Journal of Enterprise Information Management, vol. 27 no. 2
Type: Research Article
ISSN: 1741-0398

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Article
Publication date: 26 April 2013

Boonlert Watjatrakul

This empirical study aims to understand the interrelationship among the key technology adoption factors including social influence, individual existing knowledge, and…

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1202

Abstract

Purpose

This empirical study aims to understand the interrelationship among the key technology adoption factors including social influence, individual existing knowledge, and individual perceptions of technology (i.e. usefulness, ease of use, and enjoyment) and their effects on individual intention to use a free voluntary service.

Design/methodology/approach

The survey method is employed to collect data from universities offering the free mobile messaging service. A structural equation modeling analysis technique is used to analyze data reliability and validity in the measurement model and examine causal relationships among the constructs in the structural model.

Findings

The results show that social influence affects individual knowledge and perceptions of the service (perceived usefulness, perceived ease of use, and perceived enjoyment) and successively influences the individual intention to use the free voluntary service. This study indicates that the intrinsic value of perceived enjoyment has a greater impact than the extrinsic value of perceived usefulness in terms of its effect on individual intention to use a free voluntary service. In addition, the effect of perceived usefulness of alternative systems should be taken into account when using perceived usefulness from the technology acceptance model to predict individual's technology adoption decisions under the free voluntary setting.

Originality/value

This study fills the gap in the technology adoption literatures regarding the free voluntary service adoption based on social influence, individual knowledge, and individual perceptions of technology. It assists academics to understand the drivers of technology acceptance under the free voluntary setting and provides guidance for organizations to increase users' acceptability of their free voluntary services.

Details

Journal of Systems and Information Technology, vol. 15 no. 2
Type: Research Article
ISSN: 1328-7265

Keywords

Content available
Article
Publication date: 5 August 2014

Brian Roberts

Downloads
144

Abstract

Details

International Journal of Educational Management, vol. 28 no. 6
Type: Research Article
ISSN: 0951-354X

Content available
Article
Publication date: 4 February 2014

Zahir Irani and Yogesh Dwivedi

Downloads
113

Abstract

Details

Journal of Enterprise Information Management, vol. 27 no. 2
Type: Research Article
ISSN: 1741-0398

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