This study focuses on students' perceptions about a hybrid marketing course, delivered in independent face-to- face and online formats, at a southwestern U.S. university. Based on the Perceived-Ease-of-Use (PEOU) -- Perceived Usefulness (PU) framework, it examines the associations of PEOU and PU with each of two constructs viz., Comparative Evaluation and Communication with the Instructor. The research throws light on hitherto unexplored dimensions of students' course and teacher perceptions. In addition, from a marketing perspective, educators can utilize the findings to make their instruction more effective for their "customers." Finally, data analyses supporting the hypotheses, academic and research implications as well as ideas for future directions are presented.
Journal for Advancement of Marketing Education
Barat, Somjit; Rajamma, Rajasree K.; Zolfagharian, Mohammad Ali; and Ganesh, Gopala, "STUDENT COURSE PERCEPTIONS: A PERCEIVED-EASE-OF-USE--PERCEIVED-USEFULNESS FRAMEWORK" (2009). Business Faculty Publications. 149.
Barat, Somjit, Rajasree K. Rajamma, Mohammad Ali Zolfagharian, and Gopala Ganesh. "STUDENT COURSE PERCEPTIONS: A PERCEIVED-EASE-OF-USE--PERCEIVED-USEFULNESS FRAMEWORK." Journal for Advancement of Marketing Education 15 (2009).