Influence of App Usability and Learning Environment on Student Behavior in Mobile-Based Marketing Education in Malaysian Higher Learning Institutions

Influence of App Usability and Learning Environment on Student Behavior in Mobile-Based Marketing Education in Malaysian Higher Learning Institutions

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 en...

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Bibliographic Details
Main Authors: Rozita Naina Mohamed, Halimahton Borhan, Mohd Saifullah Rusli, Khalilah Abd Hafiz, Azhana Othman, Abdul Rahim Ridzuan, Mohamad Idham Md Razak, Najihah Hanisah Marmaya
Format: Article
Language:English
Published: UiTM Press 2024-11-01
Series:Journal of International Business, Economics and Entrepreneurship
Subjects:
App usability, Learning environment, Student engagement, Student behavior, TAM model
Online Access:https://journal.uitm.edu.my/ojs/index.php/JIBE/article/view/3200
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https://journal.uitm.edu.my/ojs/index.php/JIBE/article/view/3200

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