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:
James M Allen 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:03 September 2023 Audience:
General/trade
,
ELT Advanced
Format:Paperback Publisher's Status: Active