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Fundamental Factors Influencing Selection and Continuous use of Online Learning Solutions and Identifiying their Values by Conjoint Analysis Method

Nemati, Hamid Reza | 2018

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 50983 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Aslani, Shirin
  7. Abstract:
  8. With the easy access to internet and connected devices ubiquities, Today more than 50 million people use online education platforms to improve their skills and broaden their knowledge. In this research we tend to answer two questions based on data from Iranian students from top domestic universities.First question is which factors would these users consider in choosing their online education platform. This would be especially interesting to know in context of Iran’s cultural and job market situations.Second question we are interested in the same context is what are the factors that make users of these platforms to stop using them. This is very important since stoppage rate of online education platforms are very high and finding the solution to this problem can have hugh effect on their business success.This research starts with an exploratory reasearch in which suspected factors were identified and their validity and importance were tested in the descriptive reaserach that followed. In the last part of the research, we used conjoint analysis to find out each factor utilitiy in the consumer mind and by combining them we calculated the consumer utility function for online education platforms and also discussed about its uses cases and implications for businesses in this field.Results show that most important factors in choosing online education platforms are in order: price, valid international and/or academic certificates, international and/or academic teachers and lastly interactive education.In addition we found that the following factors are most important reasons that consumers stop using the platforms in order: not having enough time, weak and slow user interface, outdated courses and finally poor course content
  9. Keywords:
  10. Conjoint Analysis ; Consumer Behavior ; Internet Learning ; Electronic Learning ; Utility Function ; Iranian Puplic University

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