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    Using clickers in a large business class: examining use behavior and satisfaction

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    Rana_Journal_of_Marketing_Education (650.6Kb)
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    Publication date
    2016-04
    Author
    Rana, Nripendra P.
    Dwivedi, Y.K.
    Keyword
    Clickers
    Adoption
    Success
    Students
    Digital Marketing
    TAM
    Rights
    The final, definitive version of this paper has been published in the Journal of Marketing Education vol 38/issue 1 by SAGE Publications Ltd, All rights reserved. © 2015 SAGE Publications Ltd.
    Peer-Reviewed
    Yes
    
    Metadata
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    Abstract
    As more and more institutions are integrating new technologies (e.g., audience response systems such as clickers) into their teaching and learning systems, it is becoming increasingly necessary to have a detailed understanding of the underlying mechanisms of these advanced technologies and their outcomes on student learning perceptions. We proposed a conceptual model based on the technology acceptance model to understand students’ use behavior and satisfaction with clickers. The valid response from 138 second-year business students of Digital Marketing module taught in a British university, where clickers are extensively used in the teaching and learning process, made the basis for data analysis. The results provided a strong support for the proposed model with a reasonably adequate variance (i.e., adjusted R2) of 67% on behavioral intentions and sufficiently high variance on use behavior (i.e., 86%) and user satisfaction (i.e., 89%).
    URI
    http://hdl.handle.net/10454/18109
    Version
    Accepted manuscript
    Citation
    Rana NP and Dwivedi YK (2016) Using clickers in a large business class: examining use behavior and satisfaction. Journal of Marketing Education. 38(1): 47-64.
    Link to publisher’s version
    https://doi.org/10.1177/0273475315590660
    Type
    Article
    Collections
    Management and Law Publications

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