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Essays on Mobile Channel User Behavior

Abstract In two independent and thematically relevant chapters, I empirically investigate consumers’ mobile channel usage behaviors. In the first chapter, I examine the impact of mobile use in online higher education. With the prevalence of affordable mobile devices, higher education institutions anticipate that learning facilitated through mobile access can make education more accessible and effective, while some critics of mobile learning worry about the efficacy of small screens and possible distraction factors. I analyze individual-level data from Massive Open Online Courses. To resolve self-selection issues in mobile use, I exploit changes in the number of mobile-friendly, short video lectures in one course (“non-focal course”) as an instrument... (more)
Created Date 2018
Contributor Lee, Mi Hyun (Author) / Park, Sungho (Advisor) / Han, Sang Pil (Committee member) / Kim, Sunghoon (Committee member) / Arizona State University (Publisher)
Subject Marketing
Type Doctoral Dissertation
Extent 93 pages
Language English
Reuse Permissions All Rights Reserved
Note Doctoral Dissertation Business Administration 2018
Collaborating Institutions Graduate College / ASU Library
Additional Formats MODS / OAI Dublin Core / RIS

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Description Dissertation/Thesis