Search results for: Online lessons.
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 752

Search results for: Online lessons.

752 A Development of Online Lessons to Strengthen the Learning Process of Master's Degree Students Majoring in Curriculum and Instruction at Suan Sunandha Rajabhat University

Authors: Chaiwat Waree

Abstract:

The purposes of the research were to develop online lessons to strengthen the learning process of Master's degree students majoring in Curriculum and Instruction at Suan Sunandha Rajabhat University; to achieve the efficiency criteria of 80/80; and to study the satisfaction of students who use online lessons to strengthen the learning process of Master’s degree students majoring in Curriculum and Instruction at Suan Sunandha Rajabhat University. The sample consisted of 40 university students studying in semester 1, academic year 2012. The sample was determined by Purposive Sampling. Selected students were from the class which the researcher was the homeroom tutor. The tutor was responsible for the teaching of learning process. Tools used in the study were online lessons, 60-point performance test, and evaluation test of satisfaction of students on online lessons. Data analysis yielded the following results; 83.66/88.29 efficiency of online lessons measured against the criteria; the comparison of performance before and after taking online lessons using t-test yielded 29.67. The statistical significance was at 0.05; the average satisfaction level of forty students on online lessons was 4.46 with standard deviation of 0.68.

Keywords: Online Lessons, Curriculum and Instruction.

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751 The Development of Online Lessons in Integration Model

Authors: Chalermpol Tapsai

Abstract:

The objectives of this research were to develop and find the efficiency of integrated online lessons by investigating the usage of online lessons, the relationship between learners’ background knowledge, and the achievement after learning with online lessons. The sample group in this study consisted of 97 students randomly selected from 121 students registering in 1/2012 at Trimitwittayaram Learning Center. The sample technique employed stratified sample technique of 4 groups according to their proficiency, i.e. high, moderate, low, and non-knowledge. The research instrument included online lessons in integration model on the topic of Java Programming, test after each lesson, the achievement test at the end of the course, and the questionnaires to find learners’ satisfaction. The results showed that the efficiency of online lessons was 90.20/89.18 with the achievement of after learning with the lessons higher than that before the lessons at the statistically significant level of 0.05. Moreover, the background knowledge of the learners on the programming showed the positive relationship with the achievement learning at the statistically significant level at 0.05. Learners with high background knowledge employed less exercises and samples than those with lower background knowledge. While learners with different background in the group of moderate and low did not show the significant difference in employing samples and exercises.

Keywords: Integration model, Online lessons.

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750 Different Roles for Mentors and Mentees in an e-Learning Environment

Authors: Nidhi Gadura

Abstract:

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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749 Satisfaction on English Language Learning with Online System

Authors: Suwaree Yordchim, Toby J. Gibbs

Abstract:

The objective is to study the satisfaction on English with an online learning. Online learning system mainly consists of English lessons, exercises, tests, web boards, and supplementary lessons for language practice. The sample groups are 80 Thai students studying English for Business Communication, majoring in Hotel and Lodging Management. The data are analyzed by mean, standard deviation (S.D.) value from the questionnaires. The results were found that the most average of satisfaction on academic aspects are technological searching tool through E-learning system that support the students’ learning (4.51), knowledge evaluation on pre-post learning and teaching (4.45), and change for project selections according to their interest, subject contents including practice in the real situations (4.45), respectively.

Keywords: English Learning, Online System, Satisfaction.

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748 Chinese Entrepreneurship in the Internet Age: Lessons from Alibaba.com

Authors: Linda Sau-ling LAI

Abstract:

The story of Alibaba demonstrates a credible example of how a small start-up company can eventually make it big in the global economy through the Internet. This case study does not attempt to present Alibaba as a perfect formula; rather, it discusses the strategies carried out by the firm and, in the process, culls out the important lessons that can guide start-ups and aspiring entrepreneurs in the complex world of online trading. Similar to the interesting and exotic Asian cuisine that continuously evolves from the diversity of Asia-s people and their unique culture and personality, Alibaba has successfully transformed itself over the years, adapting to the changes in and demands of online businessto- business (B2B) commerce.

Keywords: Entrepreneurship, electronic commerce, leadership, business model, small and medium enterprises.

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747 Challenges of e-Service Adoption and Implementation in Nigeria: Lessons from Asia

Authors: Kazeem Oluwakemi Oseni, Kate Dingley

Abstract:

e-Service has moved from the usual manual and traditional way of rendering services to electronic service provision for the public and there are several reasons for implementing these services, Airline ticketing have gone from its manual traditional way to an intelligent web-driven service of purchasing. Many companies have seen their profits doubled through the use of online services in their operation and a typical example is Hewlett Packard (HP) which is rapidly transforming their after sales business into a profit generating e-service business unit. This paper will examine the various challenges confronting e- Service adoption and implementation in Nigeria and also analyse lessons learnt from e-Service adoption and implementation in Asia to see how it could be useful in Nigeria which is a lower middle income country. From the analysis of the online survey data, it has been identified that the public in Nigeria are much aware of e-Services but successful adoption and implementation have been the problems faced.

Keywords: Adoption, Asia, e-Government Service, Implementation, Nigeria.

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746 Security Analysis on the Online Office and Proposal of the Evaluation Criteria

Authors: Hyunsang Park, Kwangwoo Lee, Yunho Lee, Seungjoo Kim, Dongho Won

Abstract:

The online office is one of web application. We can easily use the online office through a web browser with internet connected PC. The online office has the advantage of using environment regardless of location or time. When users want to use the online office, they access the online office server and use their content. However, recently developed and launched online office has the weakness of insufficient consideration. In this paper, we analyze the security vulnerabilities of the online office. In addition, we propose the evaluation criteria to make secure online office using Common Criteria. This evaluation criteria can be used to establish trust between the online office server and the user. The online office market will be more active than before.

Keywords: Online Office, Vulnerabilities, CommonCriteria(CC)

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745 Pupils´ Questions at School Attendance Beginning and Teachers´ Teaching Strategy

Authors: Marie Pavelková, Hana Lukášová

Abstract:

Pupils´ inquisitiveness at the beginning of their school attendance is reflected by characteristics of the questions they ask. Clearly most of the classroom communication sequences are initiated by the teacher. But the teaching process also includes questions initiated by pupils in the need to satisfy their need for knowledge. The purpose of our research is to present the results of our pre-research strategy of occurrence of pupil-initiated questions in math lessons at the lower elementary school level, and to reveal the extent to which they are influenced by the teacher´s teaching strategy. We used the research methods of direct and indirect observations of fifth year classes in primary school. We focused on questions asked by the pupils in their math lessons. Our research sample for the pre-research observation method was a collection of video recordings available online. We used them for analysing the nature of pupils´ questions identified there. On the basis of the analysis, we hereby present the results concerning the nature of pupils´ questions asked in math lessons on the lower elementary school level. The interpretation of the collected results will be the starting point for the selection of research strategies in the next research stages concerning pupils’ questions in the future.

Keywords: Alternative strategies, 1ower elementary school level, pupil´s question, teaching strategies.

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744 Internet Shopping: A Study Based On Hedonic Value and Flow Theory

Authors: Pui-Lai To, E-Ping Sung

Abstract:

With the flourishing development of online shopping, an increasing number of customers see online shopping as an entertaining experience. Because the online consumer has a double identity as a shopper and an Internet user, online shopping should offer hedonic values of shopping and Internet usage. The purpose of this study is to investigate hedonic online shopping motivations from the perspectives of traditional hedonic value and flow theory. The study adopted a focus group interview method, including two online and two offline interviews. Four focus groups of shoppers consisted of online professionals, online college students, offline professionals and offline college students. The results of the study indicate that traditional hedonic values and dimensions of flow theory exist in the online shopping environment. The study indicated that online shoppers seem to appreciate being able to learn things and grow to become competitive achievers online. Comparisons of online hedonic motivations between groups are conducted. This study serves as a basis for the future growth of Internet marketing.

Keywords: Flow theory, hedonic motivation, internet shopping.

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743 Factor Driving Consumer Intention in Online Shopping

Authors: Wanida Suwunniponth

Abstract:

The objectives of this research paper was to study the influencing factors that contributed the willingness of consumers to purchase products online included quality of website, perceived ease of use, perceived usefulness, trust on online purchases, attitude towards online shopping and intentions to online purchases. The research was conducted in both quantitative and qualitative methods, by utilizing both questionnaire and in-depth interview. A questionnaire was used to collect data from 350 consumers who had online shopping experiences in Bangkok, Thailand. Statistics utilized in this research included descriptive statistics and path analysis.

The findings revealed that the factors concerning with quality of website, perceived ease of use and perceived usefulness played an influence on trust in online shopping. Trust also played an influence on attitude towards online purchase, whereas trust and attitude towards online purchase manipulated the intention of online purchase.

Keywords: E-commerce, intention, online shopping, Technology acceptance model.

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742 High Wire Act: the Perils, Pitfalls and Possibilities of Online Discussions

Authors: Karen Armstrong

Abstract:

Online discussions are an important component of both blended and online courses. This paper examines the varieties of online discussions and the perils, pitfalls and possibilities of this rather new technological tool for enhanced learning. The discussion begins with possible perils and pitfalls inherent in this educational tool and moves to a consideration of the advantages of the varieties of online discussions feasible for use in teacher education programs.

Keywords: online discussions, computer-mediatedcommunication (CMC), computer-supported collaborative learning(CSCL), e-learning, teacher education

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741 Online Metacognitive Reading Strategies Use by Postgraduate Libyan EFL Students

Authors: Najwa Alsayed Omar

Abstract:

With the increasing popularity of the Internet, online reading has become an essential source for EFL readers. Using strategies to comprehend information on online reading texts play a crucial role in students’ academic success. Metacognitive reading strategies are effective factors that enhance EFL learners reading comprehension. This study aimed at exploring the use of online metacognitive reading strategies by postgraduate Libyan EFL students. Quantitative data was collected using the Survey of Online Reading Strategies (OSORS). The findings revealed that the participants were moderate users of metacognitive online reading strategies. Problem solving strategies were the most frequently reported used strategies, while support reading strategies were the least. The five most and least frequently reported strategies were identified. Based on the findings, some future research recommendations were presented.

Keywords: Metacognitive strategies, Online reading, Online reading strategies, Postgraduate students.

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740 Online Teaching Methods and Student Satisfaction during a Pandemic

Authors: Anita Kéri

Abstract:

With the outbreak of the global pandemic of COVID-19, online education characterizes today’s higher education. For some higher education institutions (HEIs), the shift from classroom education to online solutions was swift and smooth, and students are continuously asked about their experience regarding online education. Therefore, there is a growing emphasis on student satisfaction with online education, a field that had emerged previously, but has become the center of higher education and research interest today. The aim of the current paper is to give a brief overview of the tools used in the online education of marketing-related classes at the examined university and to investigate student satisfaction with the applied teaching methodologies with the tool of a questionnaire. Results show that students are most satisfied with their teachers’ competences and preparedness, while they are least satisfied with online class quality, where it seems that further steps are needed to be taken.

Keywords: Online teaching, pandemic, satisfaction, students.

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739 eTax Filing and Service Quality: The Case of the Revenue Online Service

Authors: Regina Connolly, Frank Bannister

Abstract:

This paper describes an ongoing study into the quality of service provided by the Irish Revenue Commisioners- online tax filing and collection system. The Irish Revenue On-Line Service (ROS) site has won several awards. In this study, a version of the widely use SERVQUAL measuring instrument, adapted for use with online services, has been modified for the specific case of ROS. In this paper, the theory behind this instrument is set out, the particular problems of evaluating revenue collecting online are examined and the rationale for this approach is explained.

Keywords: E-service quality, revenue online system, online tax filing system.

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738 The Effect of TV and Online Shopping Value on Online Patronage Intention in a Multi-channel Retail Context

Authors: Hsin-Hui Lin

Abstract:

With the proliferation of multi-channel retailing, developing a better understanding of the factors that affect customers- purchase behaviors within a multi-channel retail context has become an important topic for practitioners and academics. While many studies have investigated the various customer behaviors associated with brick-and-mortar retailing, online retailing, and brick-and-click retailing, little research has explored how customer shopping value perceptions influence online purchase behaviors within the TV-and-online retail environment. The main purpose of this study is to investigate the influence of TV and online shopping values on online patronage intention. Data collected from 116 respondents in Taiwan are tested against the research model using the partial least squares (PLS) approach. The results indicate that utilitarian and hedonic TV shopping values have indirect, positive influences on online patronage intention through their online counterparts in the TV-and-online retail context. The findings of this study provide several important theoretical and practical implications for multi-channel retailing.

Keywords: Multi-channel retailing, utilitarian shopping value, hedonic shopping value, online purchase

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737 Massive Open Online Course about Content Language Integrated Learning: A Methodological Approach for Content Language Integrated Learning Teachers

Authors: M. Zezou

Abstract:

This paper focuses on the design of a Massive Open Online Course (MOOC) about Content Language Integrated Learning (CLIL) and more specifically about how teachers can use CLIL as an educational approach incorporating technology in their teaching as well. All the four weeks of the MOOC will be presented and a step-by-step analysis of each lesson will be offered. Additionally, the paper includes detailed lesson plans about CLIL lessons with proposed CLIL activities and games in which technology plays a central part. The MOOC is structured based on certain criteria, in order to ensure success, as well as a positive experience that the learners need to have after completing this MOOC. It addresses to all language teachers who would like to implement CLIL into their teaching. In other words, it presents the methodology that needs to be followed so as to successfully carry out a CLIL lesson and achieve the learning objectives set at the beginning of the course. Firstly, in this paper, it is very important to give the definitions of MOOCs and LMOOCs, as well as to explore the difference between a structure-based MOOC (xMOOC) and a connectivist MOOC (cMOOC) and present the criteria of a successful MOOC. Moreover, the notion of CLIL will be explored, as it is necessary to fully understand this concept before moving on to the design of the MOOC. Onwards, the four weeks of the MOOC will be introduced as well as lesson plans will be presented: The type of the activities, the aims of each activity and the methodology that teachers have to follow. Emphasis will be placed on the role of technology in foreign language learning and on the ways in which we can involve technology in teaching a foreign language. Final remarks will be made and a summary of the main points will be offered at the end.

Keywords: Content language integrated learning, connectivist massive open online course, lesson plan, language MOOC, massive open online course criteria, massive open online course, technology, structure-based massive open online course.

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736 The Role of Online Deliberation on Citizens’ Attitudes

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

Abstract:

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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735 Engagement of Young People in Social Networks: Awareness and Security

Authors: Lynette Drevin, Günther R. Drevin

Abstract:

Numerous threats have been identified when using social networks. The question is whether young people are aware of these negative impacts of online and mobile technologies. Will they identify threats when needed? Will they know where to get help? Students and school children were part of a survey where their behavior and use of Facebook and an instant messaging application - MXit were studied. This paper presents some of the results. It can be concluded that awareness on security and privacy issues should be raised. The benefit of doing such a survey is that it may help to direct educational efforts from a young age. In this way children – with their parents – can strive towards more secure behavior. Educators can focus their lessons towards the areas that need attention resulting in safer cyber interaction and ultimately more responsible online use.

Keywords: Facebook, Instant messaging, MXit, Privacy, Social networks Information Security awareness education, Trust.

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734 Chinese Preferences of Hotel Websites: the Differences among Different Regions

Authors: Shanshan Qi, Rob Law, Dimitrios Buhalis

Abstract:

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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733 Determining the Online Purchasing Loyalty for Thai Herbal Products

Authors: Chummanond Natchaya, Rotchanakitumnuai Siriluck

Abstract:

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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732 Prospective Mathematics Teachers' Views about Using Flash Animations in Mathematics Lessons

Authors: Esra Bukova-Güzel, Berna Cantürk-Günhan

Abstract:

The purpose of the study is to determine secondary prospective mathematics teachers- views related to using flash animations in mathematics lessons and to reveal how the sample presentations towards different mathematical concepts altered their views. This is a case study involving three secondary prospective mathematics teachers from a state university in Turkey. The data gathered from two semi-structural interviews. Findings revealed that these animations help understand mathematics meaningfully, relate mathematics and real world, visualization, and comprehend the importance of mathematics. The analysis of the data indicated that the sample presentations enhanced participants- views about using flash animations in mathematics lessons.

Keywords: Instructional technology, animations, prospective mathematics teachers.

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731 Hedonic Motivations for Online Shopping

Authors: Pui-Lai To, E-Ping Sung

Abstract:

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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730 Online Purchase of Luxury Products in the U.A.E.

Authors: Prakash Vel, Jocelyn Rodrigues

Abstract:

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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729 A Study on the Nostalgia Contents Analysis of Hometown Alumni in the Online Community

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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728 The Impact of Online Advertising on Consumer Purchase Behavior Based on Malaysian Organizations

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

Abstract:

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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727 Review for Identifying Online Opinion Leaders

Authors: Yu Wang

Abstract:

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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726 Increasing the Efficacy of Educators Teaching Online

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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725 Teachers’ Emotional Experience in Online Classes in Adult Education in Selected European Countries

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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724 The Impact of Online Advertising on Generation Y’s Purchase Decision in Malaysia

Authors: Mui Joo Tang, Eang Teng Chan

Abstract:

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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723 Usability Evaluation of Online News Websites: A User Perspective Approach

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

Abstract:

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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