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ERIC Number: EJ1108558
Record Type: Journal
Publication Date: 2016-Aug
Pages: 12
Abstractor: As Provided
ISSN: ISSN-0273-4753
Learner Satisfaction in Marketing Simulation Games: Antecedents and Influencers
Caruana, Albert; La Rocca, Antonella; Snehota, Ivan
Journal of Marketing Education, v38 n2 p107-118 Aug 2016
Simulation games have become widespread in business courses, yet the understanding of their learning effects remains limited. The effectiveness of using simulation in marketing classes is not uniform, and not all students welcome it to the same extent. Drawing on a survey among 173 students engaged in a simulation game as part of a course in a 2-year business graduate program, we employ "expectation-confirmation theory" and the "unified theory of acceptance and use of technology" to develop a model to investigate the relation between Learner Satisfaction and Performance Expectancy and Effort Expectancy with a marketing simulation game. In addition, we examine the influence of Age, Gender, Course Type, Course Stage, and Recalled Performance. We report that Performance Expectancy and Effort Expectancy drive Learner Satisfaction. We also find Recalled Performance of students to be related to Learner Satisfaction. We discuss the implications of our results for the use of marketing simulation games in business programs in relation to experiential learning theory linking Learner Satisfaction to learning outcomes. In light of our results, instructors can affect the learning experience from simulation games by acting on Performance Expectancy and Effort Expectancy as antecedents of Learner Satisfaction.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Switzerland
Grant or Contract Numbers: N/A