Abstract

A case study is used to achieve two research objectives: To understand students’ attitudes, behavior toward, and satisfaction with videobooks vs. traditional textbooks; and to identify factors that drive student satisfaction and positive attitudes toward videobooks. Analysis of student experiences across multiple sections of an introductory marketing course found students have more positive attitudes toward, and higher satisfaction with, a videobook vs. a textbook. Further, students found the videobook to be easier to use and understand, and more engaging than a traditional textbook, making it overall more effective for learning. Finally, the videobook format facilitated the switch to virtual learning as its content delivery method more closely resembles in-class lectures.

摘要

案例研究用于实现两个研究目标： 了解学生对电子书与传统教科书的态度、行为和满意度；并确定推动学生满意度和对电子书的积极态度的因素。对介绍性营销课程多个部分的学生体验的分析发现，与教科书相比，学生对视频书的态度更积极，满意度更高。此外，学生发现视频书更易于使用和理解，并且比传统教科书更具吸引力，从而使其整体上更有效地学习。最后，视频书格式促进了向虚拟学习的转变，因为其内容交付方法更类似于课堂讲座。