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Gao, Yuan; Wu, Xiaoyu – American Journal of Business Education, 2010
This paper explores the idea of perceived value of educational hypermedia by extending prior research in advertising and information systems. It proposes that the value of a course support site comes from both its information content and users' experience when they visit the site. The cognitive antecedents of a site's perceived value include…
Descriptors: Hypermedia, Information Systems, Advertising, Structural Equation Models