The Marketing of e-Learning: A Theoretical Background

Abstract:

The importance accorded by firms to e-learning is due to its capacity to reduce training costs (Boujard, 2004) and complete the e-management offer (Kalika, 2000 in Boujard, 2004). E-learning has many advantages that are related to learners characteristics and their environments (Lawley & Summers, 2001): ability to integrate advanced technologies, financial means, accessibility of Internet, possibility to communicate with trainers (Langan, 1997) and the flexibility of the individual toward the change (Gillespie, 1997). The perception of e-learning advantages depends on the perception of the user and the system (Hayashis and al, 2004, Chen and al, 2006). The objective of this research is to verify the impact of the individual variables (culture, self-efficiency) and the characteristics of the system used (quality of instructional content, interactivity, perceived easiness of use and perceived utility) on the acceptance and the intention of using e-learning.