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ERIC Number: EJ1051035
Record Type: Journal
Publication Date: 2015-Jan
Abstractor: As Provided
Reference Count: 47
Predictors of Enrolling in Online Courses: An Exploratory Study of Students in Undergraduate Marketing Courses
Fontenot, Renée J.; Mathisen, Richard E.; Carley, Susan S.; Stuart, Randy S.
Journal of Educators Online, v12 n1 Jan 2015
An exploratory study of undergraduate students enrolled in marketing courses at a Southeastern regional university was conducted to determine the motivations and characteristics of marketing students who plan to be online learners and examined for differences between those who have taken and those who have not taken online classes. An online survey of Likert scales, open-ended questions and demographic questions was sent via class learning management websites. A total of 165 students of the 438 invited to participate completed the survey. A structural model was developed using SMART-PLS to estimate the relationships of constructs that predict taking online courses. Results of the study showed differences in predictors of those that have taken online courses compared to those who plan on taking online courses. A significant predictor of those planning on taking online courses is quality of learning while a significant predictor of those who have taken online courses is scheduling and timing. The results can be used to examine ways to improve/enhance the student's educational experience, as well as an institution's effectiveness in attracting the growing body of online learners.
Descriptors: Predictor Variables, Enrollment Influences, Undergraduate Students, Marketing, Business Administration Education, Student Characteristics, Cohort Analysis, Likert Scales, Demography, Structural Equation Models, Scheduling, Intention, Usability, Educational Quality, Educational Experience, Enrollment Management, Preferences, Student Attitudes, Difficulty Level, Cognitive Style, Least Squares Statistics, Online Courses, Distance Education
Journal of Educators Online. 500 University Drive, Dothan, AL 36303. Web site: http://www.thejeo.com
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A