Title: E-Learning Meets Educational Key Opinion Leaders (Edu-KOLs): A Close-up Look on Exuberant Platforms and Their Success Ingredients
Stream: Learning Experiences, Student Learning & Learner Diversity
Presentation Type: Live-Stream Presentation
Authors:
Susan Zhang, University of Wollongong, Australia
Jun Shen, University of Wollongong, Australia
Jun Yan, University of Wollongong, Australia
Geng Sun, University of Wollongong, Australia
Abstract:
The teaching medium, which had witnessed stillness without significant changes for almost 40 years, has been undergoing a digital transformation in the last decade and is now being remarkably amplified by Educational Key Opinion Leaders (Edu-KOLs). Constructivism inspired collaborative and interactive learning has been further embedded into e-learning platforms amid the recent pandemic. This paper prominently presents insights from our online survey, which was participated by 186 parents in China who have children who are studying or have recently studied online. The aim of the research is to investigate the relationship between learners’ perceived outcomes, motivation and the selection preferences and consideration of Edu-KOLs. By applying the Partial Least Squares Structural Equation Modeling (PLS-SEM) method, six proposed hypotheses with the distinctive characteristic of Edu-KOLs defined therein were validated and investigated. This research has verified that e-learning platforms, students engagement scores and perceived outcomes have a strong correlation with the perception of Edu-KOLs, whereas parents’ educational level or occupational choices have less effect on EduKOLs. This work has also identified positive correlations between Edu-KOLs and customer advocacy and future purchase motivation, which supports our initial hypothesis. Future research will be carried out on Edu-KOLs’ influence and perceived outcomes on adult learners who are largely focusing on career development certifications, upskilling micro-credentials and personal interests based learning. This paper will firstly explain the research background, secondly, layouts the research methodology and proposed hypotheses, thirdly, reveal the data analysis, and finally the discussion of findings and future research.
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