Please use this identifier to cite or link to this item: http://idr.iimranchi.ac.in:8080/xmlui/handle/123456789/943
Title: Exploring values affecting e-Learning adoption from the user-generated-content: a consumption-value-theory perspective
Authors: Ray, Arghya.
Bala, Pradip Kumar.
Dwivedi, Yogesh K.
Keywords: E-learning services
Consumption value theory
CVT
Latent dirichlet allocation
Natural language processing (NLP)-based approach
Topic modeling
User generated data
IIM Ranchi
Issue Date: Jun-2021
Publisher: Journal of Strategic Marketing
Citation: Ray, A., Bala, P. K., & Dwivedi, Y. K. (2021). Exploring values affecting e-Learning adoption from the user-generated-content: A consumption-value-theory perspective. Journal of Strategic Marketing, 29(5), 430-452.
Abstract: The aim of this study is to utilise the user-generated content from social media platforms and merchandise websites to explore various values affecting behavioral intention in the context of e-Learning services from the consumption-value-theory perspective. This study has utilised a novel mixed-method approach based on natural language processing (NLP) techniques for the both the qualitative and quantitative analysis. This study has used user-generated con tent of Coursera (an e-Learning service) consisting of online reviews from Coursera-100 k-dataset and tweets about Coursera. Some of the important themes generated from the thematic-based analysis of tweets are ‘value addition’, ‘course content’, ‘topic cover’, ‘relia bility of course’, ‘course quality’, ‘enjoyed course’, ‘recommend the course’, ‘value for money’, ‘facilitator skills’, etc. Results of the empirical study reveal that offers and deals, emotional connect, facilitator quality, course reliability, platform innovativeness, and compatibility are important predictors of behavioural intention. This study concludes with the various limitations and future directions.
URI: https://doi.org/10.1080/0965254X.2020.1749875
http://idr.iimranchi.ac.in:8080/xmlui/handle/123456789/943
ISSN: 1466-4488
Appears in Collections:Journal Articles

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