Motivators and Inhibitors of Distance Learning Courses Adoption: The Case of Spanish Students

Abstract

The main aim of this chapter is to present an in-depth study of the factors influencing asynchronous distance learning courses purchase decision. We analyse the impact of relations with the Internet, distance course considerations, and perceived shopping risk on the decision to do an online training course. A convenience sample of 111 students attending classroom-taught postgraduate and management training programmes were used in March 2005 to obtain the information necessary to test in the Spanish market the conceptual model proposed by applying logistical regression. The results show that perceived course utility, lack of mistrust in the organising institution (service considerations), and satisfaction with the use of Internet when doing this type of training (relations with the medium) determine the asynchronous distance learning course purchase intention. Finally, the authors consider a set of recommendations for company managers.