Document Type

Article

Article Version

Publisher's PDF

Publication Date

2009

Abstract

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.

Comments

Copyright 2009 - Copyright of Journal for Advancement of Marketing Education is the property of Marketing Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use.

Archived here with permission from the copyright holder.

The version of record is available at: http://www.mmaglobal.org/publications/JAME/JAME-Issues/JAME-2009-Vol15-Issue1/JAME-2009-Vol15-Issue1-Barat-Rajamma-Zolfagharian-Ganesh-pp35-45.pdf

Publication Title

Journal for Advancement of Marketing Education

Published Citation

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).

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