Gender differences amongst student attitudes towards the use of a virtual learning environment as an advertising platform

Abstract

Purpose of the study: By including advertisements in VLEs, both academically and commercially, HEIs can potentially reduce the significant financial costs associated with the implementation, utilisation and maintenance required for their chosen VLEs, without decreasing the value of the service provided, while simultaneously providing a source of long-term sustainable revenue for HEIs. Consequently, the primary objective of this study was to determine whether gender differences exist among students' attitudes towards the use of a VLE with the presence of advertisements at a South African university of technology. Design/methodology/approach: The sampling frame for this study comprised a public registered South African university of technology. A non-probability convenience sample of 379 students was used. A hand-delivered, self-administered questionnaire was distributed to full-time students during class time at the chosen HEI. Findings: There was a statistically significant difference found between male and female students at the chosen South African university of technology in terms of the perceived usefulness of VLEs. There is no statistically significant difference between male and female students' self-efficacy, technology experience, satisfaction, perceived ease of use, perceived usefulness, attitudes towards the use of a VLE without the presence of advertisements and attitudes towards the use of a VLE with the presence of advertisements. Recommendations/value: Not only do VLEs, being web-based, provide a means for HEIs to generate long-term revenue, but they have the capacity to become open digital platforms for marketers to take advantage of. With the use of these VLEs, marketers may find it easier to reach their target audiences in a more focused approach when placing advertisements on this platform, while HEIs can use the income generated to cover the cost of any technological advancements that may be required, without having to increase student fees. Managerial implications: The management of HEIs need to decide if they would like to consider this means of revenue generation and see if it will indeed be as beneficial as what the theory suggests. In order to avoid any potential financial risks associated with the implementation of advertisements on VLEs, HEIs can engage in trial run projects with a willing organisation to analyse the viability of this proposed initiative