Influence of app usability and learning environment on student behavior in mobile-based marketing education in Malaysian higher learning institutions / Rozita Naina Mohamed ... [et al.]

Mohamed, Rozita Naina and Borhan, Halimahton and Rusli, Mohd Saifullah and Abd Hafiz, Khalilah and Othman, Azhana and Ridzuan, Abdul Rahim and Md Razak, Mohamad Idham and Marmaya, Najihah Hanisah (2024) Influence of app usability and learning environment on student behavior in mobile-based marketing education in Malaysian higher learning institutions / Rozita Naina Mohamed ... [et al.]. Journal of International Business, Economics and Entrepreneurship (JIBE), 9 (2). pp. 145-155. ISSN 0128-7494

Abstract

The increasing integration of mobile-based platforms in higher education, particularly within marketing education, has transformed learning dynamics by enabling students to engage through accessible digital tools. However, while internet and smartphone usage continue to grow in Malaysia, student engagement levels with mobile learning apps remain inconsistent. This study investigates how app usability (ease of use) and the learning environment influence student engagement behaviors within mobile-based marketing education in Malaysian higher education institutions. Using a quantitative approach, data were collected through a survey of 115 marketing students from public and private universities in Malaysia who have experience learning through mobile apps. The analysis, conducted using SPSS, indicates that both app usability and a supportive learning environment significantly contribute to positive student engagement behaviors, such as increased participation. The findings highlight that an intuitive, easy-to-use mobile platform within an encouraging educational environment fosters higher engagement in digital learning settings. This research provides valuable insights for educators and developers of mobile learning tools, underlining the need to prioritize usability and environmental support to optimize student engagement. The study’s implications can inform strategies for enhancing student interactions with digital marketing content, offering practical guidance for stakeholders aiming to elevate mobilebased educational experiences in Malaysia’s higher education sector.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Mohamed, Rozita Naina
UNSPECIFIED
Borhan, Halimahton
hali@uitm.edu.my
Rusli, Mohd Saifullah
UNSPECIFIED
Abd Hafiz, Khalilah
UNSPECIFIED
Othman, Azhana
UNSPECIFIED
Ridzuan, Abdul Rahim
UNSPECIFIED
Md Razak, Mohamad Idham
UNSPECIFIED
Marmaya, Najihah Hanisah
UNSPECIFIED
Subjects: L Education > LB Theory and practice of education > Higher Education
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Business and Management
Journal or Publication Title: Journal of International Business, Economics and Entrepreneurship (JIBE)
UiTM Journal Collections: UiTM Journal > Journal of International Business, Economics and Entrepreneurship (JIBE)
ISSN: 0128-7494
Volume: 9
Number: 2
Page Range: pp. 145-155
Keywords: App usability, Learning environment, Student engagement, Student behavior, TAM model
Date: November 2024
URI: https://ir.uitm.edu.my/id/eprint/107874
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