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Exploring Consumer Traits Online Market

James M Allen

$49.95   $42.07

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English
HarperCollins
03 September 2023
Emerging technology and online environments have contributed to significant growth in the online knowledge market and entrepreneurs have begun to build businesses in the digital arena selling knowledge as a product. This study addressed the question of how personality traits impact the consumer's perceived value of online paid knowledge (OPK) products. The purpose of this qualitative analysis was to address how personality traits impact consumers' perceptions of value with online paid knowledge (OPK) products. Further, exploration of how these constructs form patterns that explain the perceived usefulness and perceived ease of use of OPK products, specifically online courses, of consumers in the U.S. from 2018-2021. Using a case study design, the conceptual framework for the study included the technology acceptance model (TAM) and the fivefactor model (FFM) of personality traits. The researcher analyzed responses from 22

semi-structured interviews through an inductive thematic analysis approach.
By:  
Imprint:   HarperCollins
Country of Publication:   United Kingdom
Dimensions:   Height: 229mm,  Width: 152mm,  Spine: 9mm
Weight:   231g
ISBN:   9780019610483
ISBN 10:   0019610483
Pages:   168
Publication Date:  
Audience:   General/trade ,  ELT Advanced
Format:   Paperback
Publisher's Status:   Active

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