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Antecedent of Brand Trust in Online Tertiary Education: an Asian Perspective |
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| รหัสดีโอไอ | |
| Creator | Kim-Choy Chung |
| Title | Antecedent of Brand Trust in Online Tertiary Education: an Asian Perspective |
| Publisher | Asian Forum on Business Education (AFBE) |
| Publication Year | 2554 |
| Journal Title | AFBE Journal |
| Journal Vol. | 4 |
| Journal No. | 1 |
| Page no. | 242 |
| Keyword | Online tertiary education,brand trust |
| ISSN | 2071-7873 |
| Abstract | The advent of the Internet/World Wide Web and its application to the field of education has provided new opportunities for teaching and learning (in the virtual mode). To cater for the large number of potential new students worldwide, many universities and "for-profit" education providers have introduced online degrees. However, Internet-based education has not attracted as many students as was expected. Further, studies on brand impact on a student's choice of online tertiary providers are scarce. This study suggests that trust is the antecedent of brand choice for online tertiary education, because trust acts to decrease the perceived risk of using a virtual service. Surveys from high school/junior college students in Singapore, Malaysia and Brunei using mall-intercept method support the notion that brand trust in online tertiary education is related to risk aversion, contingent on institutional and courseware design assurance factors. This tri-nation study also reveals that public opinion (friends/family's opinion about online tertiary education, industry support, mouth-to-mouth communication via alumni networks) and Website quality enhanced learners' experience and trust in an online tertiary brand. |
