ABSTRACT
After the COVID-19 pandemic, the use of virtual platforms, social networks and online applications has been totally modified by returning to face-to-face systems. The mandatory use of these tools in the period of social distancing has led to their extensive development. This paper analyzes the effects of the use of ICTs in a purely face-to-face environment. Therefore, it analyzes the factors that affect student satisfaction and effectiveness in marketing learning through the use of digital tools and online applications in face-to-face classes, and this analysis is from a dual perspective of user and learning dissatisfaction. Using a learner-centered approach in university classes, the use of the digital platform Blackboard, the digital tool YouTube and the social network TikTok in university marketing teaching is analyzed. The study is carried out on a sample of 327 university students of different levels. The analysis is performed through a mixed methodology using a symmetric (PLS-SEM) and non-symmetric (fsQCA) approach, allowing a better generalization of the results. In the measurement of effectiveness, both user assessment and student learning assessment are significative, the two being affected in a similar way. However, they are not related to each other, acting independently. Attitude is the construct that has the greatest impact on both types of satisfaction. Perceived enjoyment also exerts a notable influence, especially on learning satisfaction. The study presents one of the first post-pandemic approaches to the analysis of the effectiveness of technological tools (ICT tools) in the face-to-face setting of university marketing classes.
ABSTRACT
BACKGROUND: The expansion of the coronavirus pandemic and the extraordinary confinement measures imposed by governments have caused an unprecedented intense and rapid contraction of the global economy. In order to revive the economy, people must be able to move safely, which means that governments must be able to quickly detect positive cases and track their potential contacts. Different alternatives have been suggested for carrying out this tracking process, one of which uses a mobile APP which has already been shown to be an effective method in some countries. OBJECTIVE: Use an extended Technology Acceptance Model (TAM) model to investigate whether citizens would be willing to accept and adopt a mobile application that indicates if they have been in contact with people infected with COVID-19. Research Methodology: A survey method was used and the information from 482 of these questionnaires was analyzed using Partial Least Squares-Structural Equation Modelling. RESULTS: The results show that the Intention to Use this app would be determined by the Perceived Utility of the app and that any user apprehension about possible loss of privacy would not be a significant handicap. When having to choose between health and privacy, users choose health. CONCLUSIONS: This study shows that the extended TAM model which was used has a high explanatory power. Users believe that the APP is useful (especially users who studied in higher education), that it is easy to use, and that it is not a cause of concern for privacy. The highest acceptance of the app is found in over 35 years old's, which is the group that is most aware of the possibility of being affected by COVID-19. The information is unbelievably valuable for developers and governments as users would be willing to use the APP.
ABSTRACT
The COVID-19 pandemic is a serious threat to human health, the global economy, and the social fabrics of contemporary societies as many aspects of modern everyday life, including travel and leisure, have been shattered to pieces. Hence, a COVID-19 mandatory vaccination as a precondition for international travel is being debated in many countries. Thus, the present research aimed to study the intention to take the COVID-19 vaccine as a precondition for international travel using an extended Norm-Activation Model. The study model integrates a new construct, namely mass media coverage on COVID-19 vaccination as additional predictor of intention to take the COVID-19 vaccine. The survey data were collected from 1221 international travelers. Structural equation modelling shows a very good fit of the final model to the data; the conceptual model based on extended Norm-Activation Model was strongly supported. Awareness of consequences related to the COVID-19 pandemic on individuals' health has shown a positive effect on individuals' ascribed responsibility to adopt emotionally driven (anticipated pride and anticipated guilt) pro-social behaviors that activate a personal norm towards altruistic and pro-mandatory vaccination-friendly behavior. Theoretical and practical implications are discussed.
