Role of authenticity and perceived benefits of online courses on technology based career choice in India: A modified technology adoption model based on career theory |
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| Institution: | 1. Area of Information Systems, Indian Institute of Management Ranchi, Ranchi, Suchana Bhawan, 5th Floor, Audrey House Campus, Meur’s Road, Jharkhand, 834008, India;2. Area of Business Communications, Indian Institute of Management Ranchi, Ranchi, Suchana Bhawan, 5th Floor, Audrey House Campus, Meur’s Road, Jharkhand, 834008, India;1. University of Eastern Finland, Business School, P.O. Box 111, FI-80101 Joensuu, Finland;2. HAAGA-HELIA University of Applied Sciences, Ratapihantie 13, FI-00520 Helsinki, Finland;1. School of Economics and Management, Xidian University, Xi’an, Shaanxi, 710071, China;2. Fox School of Business, Temple University, Philadelphia, PA 19122, USA;3. Robinson College of Business Administration, Georgia State University, Atlanta, GA 30302, USA;1. Department of Decision and Information Sciences, Oakland University, Elliott Hall, Room 325, 275 Varner Drive, Rochester, MI 48309-4485, United States;2. Department of Information Systems and Analytics, Farmer School of Business, Miami University, 800 E High St, Oxford, OH 45056, United States;1. Royal Holloway University of London, UK;2. The University of Sydney Business School, Australia;1. School of Information Management, Wuhan University, Wuhan, Hubei 430072, China;2. The Joseph M. Katz Graduate School of Business, University of Pittsburgh, Pittsburgh, PA 15260, USA |
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| Abstract: | In this digital era, it is important to make a wise course choice since the building blocks of a career starts from choosing the career-specific course. With the number of online courses available, it is tough to differentiate a relevant career-focused course from a mediocre one. Hence, the authenticity and validity of a particular course influence the career choice of individuals. The other important factor is perceived benefits. Additionally, an increasing number of educational businesses has already integrated or plans to integrate social media applications into their marketing plans to reach and attract future students, thus showing a shift from traditional ways of marketing. As the nature of this study is both purposive as well as probabilistic, a mixed method approach has been chosen. The study consists of two phases: the exploratory research process consisting of the literature review, the semi-structured interviews with information technology professionals to form the questionnaire and hypotheses. The researchers found that through personal inputs strongly influence the learning experiences, authenticity and perceived benefits of a course plays the most important role in the individual’s decision to adopt a technical course. The practical and research implications have also been discussed. |
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| Keywords: | Authenticity Career choice Course choice Perceived benefits Social cognitive career theory Technology adoption model |
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