Gil-Cordero Eloy, Rodriguez-Rad Carlos, Ledesma-Chaves Pablo, Sánchez Del Río-Vázquez María-Elena
Department of Business Administration and Marketing, University of Seville, Seville, 41018, Spain.
Heliyon. 2023 Jun 28;9(7):e17195. doi: 10.1016/j.heliyon.2023.e17195. eCollection 2023 Jul.
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.
在新冠疫情之后，虚拟平台、社交网络和在线应用程序的使用因回归面对面系统而发生了彻底改变。在社交距离措施实施期间对这些工具的强制使用推动了它们的广泛发展。本文分析了在纯面对面环境中使用信息通信技术的影响。因此，它从用户和学习不满的双重角度分析了在面对面课程中使用数字工具和在线应用程序对学生满意度和营销学习效果的影响因素。在大学课堂中采用以学习者为中心的方法，分析了数字平台Blackboard、数字工具YouTube和社交网络TikTok在大学营销教学中的使用情况。该研究以327名不同水平的大学生为样本进行。分析通过使用对称（PLS-SEM）和非对称（fsQCA）方法的混合方法进行，从而使结果能得到更好的推广。在效果测量方面，用户评估和学生学习评估都具有重要意义，两者受到的影响方式相似。然而，它们彼此不相关，独立起作用。态度是对两种满意度影响最大的构念。感知享受也有显著影响，尤其是对学习满意度。该研究提出了疫情后首批针对大学营销课程面对面教学环境中技术工具（信息通信技术工具）有效性分析的方法之一。
