Students' adoption of an open access online education service An exploratory study in an emerging higher education (HE) market
Author's Department
Management Department
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https://doi.org/10.1108/14684521011073007
Document Type
Research Article
Publication Title
Online Information Review
Publication Date
11-8-2010
doi
10.1108/14684521011073007
Abstract
Purpose - This paper seeks to investigate students' adoption of an open access online education service in higher education and their perceptions of its attributes as an innovation in an emerging market. Design/methodology/approach - Given the exploratory nature of the research a two-phase qualitative approach was adopted. The first phase comprised 11 in-depth interviews to examine the universities' internal and external attributes that directly enhance the rate of adoption of the open access online education service. The second phase involved three focus groups examining students' perceptions of the innovation attributes as well as the likelihood that they would adopt the innovation. Findings - The results indicate that, besides the perceived attributes of the innovation being the main determinant of the students' adoption of it, a number of internal factors within the university and external factors within the educational market in Egypt directly influence the adoption process. Originality/value - The originality of the paper is in its empirical work as it adapted a well-known theory, the perceived attributes of innovation model, and empirically tested it in a specific context: the higher education market in a developing country. © Emerald Group Publishing Limited.
First Page
604
Last Page
617
Recommended Citation
APA Citation
Mourad, M.
(2010). Students' adoption of an open access online education service An exploratory study in an emerging higher education (HE) market. Online Information Review, 34(4), 604–617.
10.1108/14684521011073007
https://fount.aucegypt.edu/faculty_journal_articles/762
MLA Citation
Mourad, Maha
"Students' adoption of an open access online education service An exploratory study in an emerging higher education (HE) market." Online Information Review, vol. 34,no. 4, 2010, pp. 604–617.
https://fount.aucegypt.edu/faculty_journal_articles/762