Search results for: Online reading

Authors: Amalia Triantafillidou, Georgios Lappas, Prodromos Yannas, Alexandros Kleftodimos

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In this paper, an experiment was conducted to assess the impact of online deliberation on citizens’ attitudes. Specifically, this research compared pre and post deliberation opinions of participants who deliberated online via an asynchronous platform regarding the issue of political opinion polls. Results indicate that online deliberation had a positive effect on citizens’ attitudes since it was found that following deliberation participants changed their views regarding public opinion polls. Specifically, online deliberation improved discussants perceptions regarding the reliability of polls, while suppressing their negative views about the misuse of polls by media, polling organizations and politicians.

Keywords: Online deliberation, attitudes change, opinion polls, e-democracy.

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Authors: Shanshan Qi, Rob Law, Dimitrios Buhalis

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The fast technology and economic growth in China has attracted global attention in its tourism development. This study makes an effort on investigating China-s online tourism market and the Chinese online travelers- perceptions of hotel websites. The findings are expected to better understand Chinese customers- online preference and identified the differences among online travelers from different regions in the country. Empirical findings showed online reservation information is the most important factor to Chinese customers, and tourists from different regions of China have perception difference on user-friendly factor. The findings benefit hoteliers from understanding their websites development and formulating more appropriate online strategies to meet the requirements of Chinese travelers.

Keywords: Chinese online travelers, Hotel websites, Regions of China, Website usefulness

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Authors: Chummanond Natchaya, Rotchanakitumnuai Siriluck

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The objective of this study is to identify the factors that influence the online purchasing loyalty for Thai herbal products. Survey research is used to gather data from Thai herb online merchants to assess factors that have impacts on enhancing loyalty. Data were collected from 300 online customers who had experience in online purchasing of Thai Herbal products. Prior experience consists of data from previous usage of online herbs, herb purchase and internet usage. E-Quality data consists of information quality, system quality, service quality and the product quality of Thai herbal products sold online. The results suggest that prior experience, Equality, attitude toward purchase and trust in online merchant have major impacts on loyalty. The good attitude and E-Quality of purchasing Thai herbal product online are the most significant determinants affecting loyalty.

Keywords: e-Commerce, Thai herb, E-Quality, satisfaction, loyalty.

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Authors: Hao Wang, Yanming Zou

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Two-dimensional (2D) bar codes were designed to carry significantly more data with higher information density and robustness than its 1D counterpart. Thanks to the popular combination of cameras and mobile phones, it will naturally bring great commercial value to use the camera phone for 2D bar code reading. This paper addresses the problem of specific 2D bar code design for mobile phones and introduces a low-level encoding method of matrix codes. At the same time, we propose an efficient scheme for 2D bar codes decoding, of which the effort is put on solutions of the difficulties introduced by low image quality that is very common in bar code images taken by a phone camera.

Keywords: 2D bar code reading, camera phone, low-level encoding, mixed model

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Authors: Norliza Mohamad Fadzil, Kerry Fitzmaurice, Linda Malesic

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Provision of optical devices without proper instruction and training may cause frustration resulting in rejection or incorrect use of the magnifiers. However training in the use of magnifiers increases the cost of providing these devices. This study compared the efficacy of providing instruction alone and instruction plus training in the use of magnifiers. 24 participants randomly assigned to two groups. 15 received instruction and training and 9 received instruction only. Repeated measures of print size and reading speed were performed at pre, post training and follow up. Print size decreased in both groups between pre and post training maintained at follow up. Reading speed increased in both groups over time with the training group demonstrating more rapid improvement. Whilst overall outcomes were similar, training decreased the time required to increase reading speed supporting the use of training for increased efficiency. A cost effective form of training is suggested.

Keywords: Low vision, magnification, training, reading.

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Authors: Pui-Lai To, E-Ping Sung

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The purpose of this study is to investigate hedonic online shopping motivations. A qualitative analysis was conducted to explore the factors influencing online hedonic shopping motivations. The results of the study indicate that traditional hedonic values, consisting of social, role, self-gratification, learning trends, pleasure of bargaining, stimulation, diversion, status, and adventure, and dimensions of flow theory, consisting of control, curiosity, enjoyment, and telepresence, exist in the online shopping environment. Two hedonic motivations unique to Internet shopping, privacy and online shopping achievement, were found. It appears that the most important hedonic value to online shoppers is having the choice to interact or not interact with others while shopping on the Internet. This study serves as a basis for the future growth of Internet marketing.

Keywords: Internet Shopping, Shopping Motivation, Hedonic Motivation.

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Authors: J. F. Viljoen, Catherine Foxcroft

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Expert sight readers rely on their ability to recognize patterns in scores, their inner hearing and prediction skills in order to perform complex sight reading exercises. They also have the ability to observe deviations from expected patterns in musical scores. This increases the “Eye-hand span” (reading ahead of the point of playing) in order to process the elements in the score. The study aims to investigate the gaze patterns of expert and non-expert sight readers focusing on key and time signatures. 20 musicians were tasked with playing 12 sight reading examples composed for one hand and five examples composed for two hands to be performed on a piano keyboard. These examples were composed in different keys and time signatures and included accidentals and changes of time signature to test this theory. Results showed that the experts fixate more and for longer on key and time signatures as well as deviations in examples for two hands than the non-expert group. The inverse was true for the examples for one hand, where expert sight readers showed fewer and shorter fixations on key and time signatures as well as deviations. This seems to suggest that experts focus more on the key and time signatures as well as deviations in complex scores to facilitate sight reading. The examples written for one appeared to be too easy for the expert sight readers, compromising gaze patterns.

Keywords: Cognition, eye tracking, musical notation, sight reading.

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Authors: Prakash Vel, Jocelyn Rodrigues

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Luxury is an identity, a philosophy and a culture which requires understanding before the adoption of e-business practices because of its intricacies and output are essentially different from other types of goods. Factors such as culture, personal characteristics, website quality, and vendor characteristics influence the online purchasing behavior of consumers thus making it a complex area of study. This paper explores the scope of e-retail for luxury consumption in the U.A.E. by identifying what motivates and de-motivates online purchase behavior of U.A.E. consumers and necessary hypotheses have been drawn to reflect behavior between online luxury preference consumers and non-online luxury preference consumers.

Keywords: e-Retail, Luxury brands, U.A.E. consumer.

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Authors: Heejin Yun, Juanjuan Zang

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This study aims to analyze the text terms posted on an online community of people from the same hometown and to understand the topic and trend of nostalgia composed online. For this purpose, this study collected 144 writings which the natives of Yeongjong Island, Incheon, South-Korea have posted on an online community. And it analyzed association relations. As a result, online community texts means that just defining nostalgia as ‘a mind longing for hometown’ is not an enough explanation. Second, texts composed online have abstractness rather than persons’ individual stories. This study figured out the relationship that had the most critical and closest mutual association among the terms that constituted nostalgia through literature research and association rule concerning nostalgia. The result of this study has a characteristic that it summed up the core terms and emotions related to nostalgia.

Keywords: Nostalgia, cultural memory, data mining, online community.

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Authors: Naser Zourikalatehsamad, Seyed Abdorreza Payambarpour, Ibrahim Alwashali, Zahra Abdolkarimi

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The paper aims to evaluate the effect of online advertising on consumer purchase behavior in Malaysian organizations. The paper has potential to extend and refine theory. A survey was distributed among Students of UTM university during the winter 2014 and 160 responses were collected. Regression analysis was used to test the hypothesized relationships of the model. Result shows that the predictors (cost saving factor, convenience factor and customized product or services) have positive impact on intention to continue seeking online advertising.

Keywords: Consumer purchase, convenience, customized product, cost saving, customization, flow theory, mass communication, online advertising ads, online advertising measurement, online advertising mechanism, online intelligence system, self-confidence, willingness to purchase.

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Authors: Yu Wang

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Nowadays, Internet enables its users to share the information online and to interact with others. Facing with numerous information, these Internet users are confused and begin to rely on the opinion leaders’ recommendations. The online opinion leaders are the individuals who have professional knowledge, who utilize the online channels to spread word-of-mouth information and who can affect the attitudes or even the behavior of their followers to some degree. Because utilizing the online opinion leaders is seen as an important approach to affect the potential consumers, how to identify them has become one of the hottest topics in the related field. Hence, in this article, the concepts and characteristics are introduced, and the researches related to identifying opinion leaders are collected and divided into three categories. Finally, the implications for future studies are provided.

Keywords: Online opinion leaders, user attributes analysis, text mining analysis, network structure analysis.

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Authors: Carol Shepherd, Madelon Alpert, Marilyn Koeller

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In order to provide and maintain effective pedagogy for the burgeoning virtual reality community, it is vital to have trained faculty in the institutions of higher education who will teach these courses and be able to make full use of their academic knowledge and expertise. As the number of online courses continues to grow, there is a need for these institutions to establish mentoring programs that will support the novice online instructor. The environment in which this takes place and the factors that ensure its success are critical to the adoption of the new instructional delivery format taught by both seasoned educators and adjunct instructors. Effective one-on-one mentoring promotes a professional, compassionate and collegial faculty who will provide a consistent and rigorous academic program for students online.

Keywords: Mentoring seasoned faculty, staff development, online pedagogy, online andragogy.

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Authors: Nidhi Gadura

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Given the increase in the number of students and administrators asking for online courses the author developed two partially online courses. One was a biology majors at genetics course while the other was a non-majors at biology course. The student body at Queensborough Community College is generally underprepared and has work and family obligations. As an educator, one has to be mindful about changing the pedagogical approach, therefore, special care was taken when designing the course material. Despite the initial concerns, both of these partially online courses were received really well by students. Lessons learnt were that student engagement is the key to success in an online course. Good practices to run a successful online course for underprepared students are discussed in this paper. Also discussed are the lessons learnt for making the eLearning environment better for all the students in the class, overachievers and underachievers alike.

Keywords: Partially online course, pedagogy, student engagement, community college.

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Authors: Andreas Ahrens, Jelena Zascerinska

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Emotions are crucial in online classes in adult education. Despite that, a little attention was devoted to the emotional experience of being an online teacher in the field of andragogy, and the online teacher’s emotional perspectives in ever changing environments have to be analysed. The paper aims at the analysis of teachers’ emotional experience in online classes in adult education in selected European countries. The research tends to propose implications for training of teachers who work in online classes in adult education. The survey was conducted in April 2022. In the selected European countries 78 respondents took part in the study. Among them, 30 respondents represented Germany, 28 respondents Greece, and 20 respondents were from Italy. The theoretical findings allow defining teacher emotional experience. The analysis of the elements of the respondents’ emotional experience allows concluding that teachers’ attitude to online classes has to be developed. The key content for teacher training is presented. Directions of further work are proposed.

Keywords: Adult education, online classes, teacher emotional experience, European countries.

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Authors: Mui Joo Tang, Eang Teng Chan

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Advertising is commonly used to foster sales and reputation of an institution. It is at first the growth of print advertising that has increased the population and number of periodicals of newspaper and its circulation. The rise of Internet and online media has somehow blurred the role of media and advertising though the intention is still to reach out to audience and to increase sales. The relationship between advertising and audience on a product purchase through persuasion has been developing from print media to online media. From the changing media environment and audience, it is the concern of this research to study the impact of online advertising to such a relationship cycle. The content of online advertisements is much of text, multimedia, photo, audio and video. The messages of such content format may indeed bring impacts to its audience and its credibility. This study is therefore reflecting the effectiveness of online advertisement and its influences on generation Y in their purchasing behavior. This study uses Media Dependency Theory to analyze the relationship between the impact of online advertisement and media usage pattern of generation Y. Hierarchy of Effectiveness Model is used as a marketing communication model to study the effectiveness of advertising and further to determine the impact of online advertisement on generation Y in their purchasing decision making. This research uses online survey to reach out the sample of generation Y. The results have shown that online advertisements do not affect much on purchase decision making even though generation Y relies much on the media content including online advertisement for its information and believing in its credibility. There are few other external factors that may interrupt the effectiveness of online advertising. The very obvious influence of purchasing behavior is actually derived from the peers.

Keywords: Generation Y, online advertising, online media, persuasion, print media, purchase decision.

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Authors: Qasem A. Al-Radaideh, Emad Abu-Shanab, Shaima Hamam, Hani Abu-Salem

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Online news websites are one of the main and wide areas of Mass Media. Since the nineties several Jordanian newspapers were introduced to the World Wide Web to reach various and large numbers of audiances. Examples of these newspapers that have online version are Al-Rai, Ad-Dustor and AlGhad. Other pure online news websites include Ammon and Rum. The main aim of this study is to evaluate online newspaper websites using two assessment measures; usability and web content. This aim is achieved by using a questionnaire based evaluation which is based on the definition of usability and web content in the ISO document as the standard number 9241-part 11. The results are obtained based on 204 audiences- responses. The results of the research showed that the usability factor is relatively good for all Jordanian online newspapers whereas the web content factor is moderate.

Keywords: Communication and mass media, Jordanian online news websites, website content, website usability.

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Authors: Masaki Omata, Shumma Hosokawa

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An experiment to verify the relationships between physiological indexes of an e-learner and the presence or absence of an operation during e-learning is described. Electroencephalogram (EEG), hemoencephalography (HEG), skin conductance (SC), and blood volume pulse (BVP) values were measured while participants performed experimental learning tasks. The results show that there are significant differences between the SC values when reading with clicking on learning materials and the SC values when reading without clicking, and between the HEG ratio when reading (with and without clicking) and the HEG ratio when resting for four of five participants. We conclude that the SC signals can be used to estimate whether or not a learner is performing an active task and that the HEG ratios can be used to estimate whether a learner is learning.

Keywords: E-learning, physiological index, physiological signal, state of learning.

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Authors: Haohao Wang

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Technology, multimedia in Open Educational Resources, can contribute positively to student performance in an online instructional environment. Student performance data of past four years were obtained from an online course entitled Applied Calculus (MA139). This paper examined the data to determine whether multimedia (independent variable) had any impact on student performance (dependent variable) in online math learning, and how students felt about the value of the technology. Two groups of student data were analyzed, group 1 (control) from the online applied calculus course that did not use multimedia instructional materials, and group 2 (treatment) of the same online applied calculus course that used multimedia instructional materials. For the MA139 class, results indicate a statistically significant difference (p = .001) between the two groups, where group 1 had a final score mean of 56.36 (out of 100), group 2 of 70.68. Additionally, student testimonials were discussed in which students shared their experience in learning applied calculus online with multimedia instructional materials.

Keywords: Online learning, Open Educational Resources, Multimedia, Technology.

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Authors: Mae C. Pavilario

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This study employs a sequential explanatory mixed method. Quantitatively it investigated the profile of grade VII students. Qualitatively, the prevailing contextual variables that affect their frustration-level were sought based on their perspective and that of their parents and teachers. These students were categorized as frustration-level in reading based on the data on word list of the Philippine Informal Reading Inventory (Phil-IRI). The researcher-made reading factor instrument translated to local dialect (Hiligaynon) was subjected to cross-cultural translation to address content, semantic, technical, criterion, or conceptual equivalence, the open-ended questions, and one unstructured interview was utilized. In the profile of the 26 participants, the 12 males are categorized as grade II and grade III frustration-levels. The prevailing contextual variables are personal-“having no interest in reading”, “being ashamed and fear of having to read in front of others” for extremely high frustration level; social environmental-“having no regular reading schedule at home” for very high frustration level and personal- “having no interest in reading” for high frustration level. Kendall Tau inferential statistical tool was used to test the significant relationship in the prevailing contextual variables that affect frustration-level readers when grouped according to perspective. Result showed that significant relationship exists between students-parents perspectives; however, there is no significant relationship between students’ and teachers’, and parents’ and teachers’ perspectives. The themes in the narratives of the participants on frustration-level readers are existence of speech defects, undesirable attitude, insufficient amount of reading materials, lack of close supervision from parents, and losing time and focus on task. Intervention was designed.

Keywords: Contextual variables, frustration-level readers, perspective, inquiry.

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Authors: Yu-Min Wang

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This study attempts to validate the consumer-oriented criteria list, developed by Wang et al. (2010), for selecting online travel shopping sites. Based on a sample of 985 respondents, confirmatory factor analysis was employed to test the factor structure and assess the reliability and validity of the list. The results support the list developed by Wang et al. (2010) and claim the list can be further used to analyze, explain, and understand consumer behaviors about online travel shopping.

Keywords: Online travel agency, online travel shopping sites, confirmatory analysis.

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Authors: Danielle Morin, Jennifer D. E. Thomas, Raafat G. Saade, Daniela Petrachi

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Over the past few decades, more and more students choose to enroll in online classes instead of attending in-class lectures. While past studies consider students’ attitudes towards online education and how their grades differed from in-class lectures, the profile of the online student remains a blur. To shed light on this, an online survey was administered to about 1,500 students enrolled in an undergraduate Fundamental Business Technology course at a Canadian University. The survey was comprised of questions on students’ demographics, their reasons for choosing online courses, their expectations towards the course, the communication channels they use for the course with fellow students and with the instructor. This paper focused on the research question: Do the perspectives of online students concerning the online experience, in general, and in the course in particular, differ according to age profile? After several statistical analyses, it was found that age does have an impact on the reasons why students select online classes instead of in-class. For example, it was found that the perception that an online course might be easier than in-class delivery was a more important reason for younger students than for older ones. Similarly, the influence of friends is much more important for younger students, than for older students. Similar results were found when analyzing students’ expectation about the online course and their use of communication tools. Overall, the age profile of online users had an impact on reasons, expectations and means of communication in an undergraduate Fundamental Business Technology course. It is left to be seen if this holds true across other courses, graduate and undergraduate.

Keywords: Communication channels, fundamentals of business technology, online classes, pedagogy, user age profile, user perspectives.

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Authors: Maya Rupert, Salima Hassas, Carlos Li, John Sherwood

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Online Communities are an example of sociallyaware, self-organising, complex adaptive computing systems. The multi-agent systems (MAS) paradigm coordinated by self-organisation mechanisms has been used as an effective way for the simulation and modeling of such systems. In this paper, we propose a model for simulating an online health community using a situated multi-agent system approach, governed by the co-evolution of the social and spatial organisations of the agents.

Keywords: multi-agent systems, organizations, online communities.

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Authors: Harshit Mehrotra, Gaurav Agrawal, M.C. Srivastava

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Computerized lip reading has been one of the most actively researched areas of computer vision in recent past because of its crime fighting potential and invariance to acoustic environment. However, several factors like fast speech, bad pronunciation, poor illumination, movement of face, moustaches and beards make lip reading difficult. In present work, we propose a solution for automatic lip contour tracking and recognizing letters of English language spoken by speakers using the information available from lip movements. Level set method is used for tracking lip contour using a contour velocity model and a feature vector of lip movements is then obtained. Character recognition is performed using modified k nearest neighbor algorithm which assigns more weight to nearer neighbors. The proposed system has been found to have accuracy of 73.3% for character recognition with speaker lip movements as the only input and without using any speech recognition system in parallel. The approach used in this work is found to significantly solve the purpose of lip reading when size of database is small.

Keywords: Contour Velocity Model, Lip Contour Tracking, LipReading, Visual Character Recognition.

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Authors: M. Zaitoun, S. Cumming, A. Purcell

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This study aims to determine if audiologists' experience characteristics in ABR (Auditory Brainstem Response) reading is associated with their performance in interpreting ABR results. Fifteen ABR traces with varying degrees of hearing level were presented twice, making a total of 30. Audiologists were asked to determine the hearing threshold for each of the cases after completing a brief survey regarding their experience and training in ABR administration. Sixty-one audiologists completed all tasks. Correlations between audiologists’ performance measures and experience variables suggested significant associations (p < 0.05) between training period in ABR testing and audiologists’ performance in terms of both sensitivity and accuracy. In addition, the number of years conducting ABR testing correlated with specificity. No other correlations approached significance. While there are relatively few significant correlations between ABR performance and experience, accuracy in ABR reading is associated with audiologists’ length of experience and period of training. To improve audiologists’ performance in reading ABR results, an emphasis on the importance of training should be raised and standardized levels and period for audiologists training in ABR testing should also be set.

Keywords: ABR, audiology, performance, training, experience.

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Authors: V. Ramnarain-Seetohul, J. Abdool Karim, A. Amir

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Almost all universities include some form of assignment in their courses. The assignments are either carried out in either in groups or individually. To effectively manage these submitted assignments, a well-designed assignment submission system is needed, hence the need for an online assignment submission system to facilitate the distribution, and collection of assignments on due dates. The objective of such system is to facilitate interaction of lecturers and students for assessment and grading purposes. The aim of this study was to create a web based online assignment submission system for University of Mauritius. The system was created to eliminate the traditional process of giving an assignment and collecting the answers for the assignment. Lecturers can also create automated assessment to assess the students online. Moreover, the online submission system consists of an automatic mailing system which acts as a reminder for students about the deadlines of the posted assignments. System was tested to measure its acceptance rate among both student and lecturers.

Keywords: Assignment, assessment, online, submission

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Authors: Anna Veres

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People’s ability to adapt to a constantly changing environment is essential. Career adaptability is central to Career Construction Theory, where proper adaptation to new situations, changing environments, and jobs require adequate career development. Based on current career theories and the possibilities offered by digital technology, the primary goal of this study is to develop career adaptability through an online tool. Its secondary goal is to apply for an online career intervention program and explore its developmental possibilities. A total of 132 university students from the bachelor program took part in the study, from which 65 students received a four-week online career intervention, while 67 participants formed the control group. Based on the results, it can state that career adaptability can be developed, and there is a great demand and interest from university students to use career-related programs on online platforms. Career interventions should be performed online as well if there is suitable software and a well-constructed program. Limitations and further implications are discussed.

Keywords: career adaptability, career development, online career intervention, university student

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Authors: G. Rezai, Z. Mohamed, M. N. Shamsudin, M. Z. Zahran

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The availability of broadband internet and increased access to computers has been instrumental in the rise of internet literacy in Malaysia. This development has led to the adoption of online shopping by many Malaysians. On another note, the Government has supported the development and production of local herbal products. This has resulted in an increase in the production and diversity of products by SMEs. The purpose of this study is to evaluate the influence of the Malaysian demographic factors and selected attitudinal characteristics in relation to the online purchasing of herbal products. In total, 1054 internet users were interviewed online and Chi-square analysis was used to determine the relationship between demographic variables and different aspects of online shopping for herbal products. The overall results show that the demographic variables such as age, gender, education level, income and ethnicity were significant when considering the online shopping antecedents of trust, quality of herbal products, perceived risks and perceived benefits.

Keywords: Demographic factors, herbal products, Malaysian consumers, online shopping, Chi-square analysis

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Authors: Lee Bih Ni, Emily Doreen Lee, Wee Hui Yean

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This paper was prepared to see the perceptions of online lectures regarding collaborative learning, in terms of how lecturers view online collaborative learning in the higher learning institution. The purpose of this study was conducted to determine the perceptions of online lectures about collaborative learning, especially how lecturers see online collaborative learning in the university. Adult learning education enhance collaborative learning culture with the target of involving learners in the learning process to make teaching and learning more effective and open at the university. This will finally make students learning that will assist each other. It is also to cut down the pressure of loneliness and isolation might felt among adult learners. Their ways in collaborative online was also determined. In this paper, researchers collect data using questionnaires instruments. The collected data were analyzed and interpreted. By analyzing the data, researchers report the results according the proof taken from the respondents. Results from the study, it is not only dependent on the lecturer but also a student to shape a good collaborative learning practice. Rational concepts and pattern to achieve these targets be clear right from the beginning and may be good seen by a number of proposals submitted and include how the higher learning institution has trained with ongoing lectures online. Advantages of online collaborative learning show that lecturers should be trained effectively. Studies have seen that the lecturer aware of online collaborative learning. This positive attitude will encourage the higher learning institution to continue to give the knowledge and skills required.

Keywords: Collaborative Online Learning, Lecturers’ Training.

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Authors: Syuichi Kubota, Kayoko Yamamoto

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This study aims to identify the current situation and problems of environmental statement for major four home appliances (refrigerators, washing machines, air conditioners and television receivers) sold at online stores in Japan, and then to suggest how to improve the situation, through a questionnaire survey conducted among businesses that operate online stores and online malls with multiple online stores. Results of the study boil down to: (1) It is found out that environmental statement for the home appliances at online stores have four problems; (i) less information on “three Rs" and “chemical substances" than the one on “energy conservation", (ii) cost for providing environmental statement, (iii) issues associated with a label and mark placement, and (iv) issues associated with energy conservation statement. (2) Improvements are suggested for each of the four problems listed above, and shown are (i) the effectiveness of, and need to promote, a label and mark placement, (ii) cost burden on buyers, and (iii) need of active efforts made by businesses and of dissemination of legal regulations to businesses.

Keywords: Home Appliances, Environmentally-FriendlyProduct, Environmental Statement, Online Store, Japan.

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Authors: Xinyue Ma, Dishen Zhang, Yijun Liu, Yutian Jiang, Huiyan Yu, Chufeng Gu

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Conformity is defined as one in a social group changing his or her behavior to match the others’ behavior in the group. It is used to find that people show a higher level of online conformity behavior than offline. However, as anonymity can decrease the level of online conformity behavior, the difference between online and offline conformity behavior among Chinese college students still needs to be tested. In this study, college students (N = 60) have been randomly assigned into three groups: control group, offline experimental group, and online experimental group. Through comparing the results of offline experimental group and online experimental group with the Mann-Whitney U test, this study verified the results of Asch’s experiment, and found out that people show a lower level of online conformity behavior than offline, which contradicted the previous finding found in China. These results can be used to explain why some people make a lot of vicious remarks and radical ideas on the Internet but perform normally in their real life: the anonymity of the network makes the online group pressure less than offline, so people are less likely to conform to social norms and public opinions on the Internet. What is more, these results support the importance and relevance of online voting, because fewer online group pressures make it easier for people to expose their true ideas, thus gathering more comprehensive and truthful views and opinions.

Keywords: Anonymity, Asch’s group conformity, Chinese college students, online conformity.

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