Please use this identifier to cite or link to this item: http://idr.iimranchi.ac.in:8080/xmlui/handle/123456789/943
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dc.contributor.authorRay, Arghya.-
dc.contributor.authorBala, Pradip Kumar.-
dc.contributor.authorDwivedi, Yogesh K.-
dc.date.accessioned2021-08-31T11:13:00Z-
dc.date.available2021-08-31T11:13:00Z-
dc.date.issued2021-06-
dc.identifier.citationRay, 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.en_US
dc.identifier.issn1466-4488-
dc.identifier.urihttps://doi.org/10.1080/0965254X.2020.1749875-
dc.identifier.urihttp://idr.iimranchi.ac.in:8080/xmlui/handle/123456789/943-
dc.description.abstractThe 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.en_US
dc.language.isoenen_US
dc.publisherJournal of Strategic Marketingen_US
dc.subjectE-learning servicesen_US
dc.subjectConsumption value theoryen_US
dc.subjectCVTen_US
dc.subjectLatent dirichlet allocationen_US
dc.subjectNatural language processing (NLP)-based approachen_US
dc.subjectTopic modelingen_US
dc.subjectUser generated dataen_US
dc.subjectIIM Ranchien_US
dc.titleExploring values affecting e-Learning adoption from the user-generated-content: a consumption-value-theory perspectiveen_US
dc.typeArticleen_US
dc.volume29en_US
dc.issue5en_US
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