Perceptions of Marketing Students Using Smartphone Applications (Apps) in Distance Education in the College of Business Administration at Umm-Al-Qura University, Saudi Arabia

Abstract

Our world is a rapidly changing society, surrounded by local and global challenges, the most important of which are technological and technical developments, and global openness represented by the spread of communication networks, the Internet, and others. Perhaps the most important of these technologies is what is known as smartphone applications (apps), through which millions of people participate, each according to his/ her interest and inclinations. Digital technology in general and smartphone apps on the network in particular are among the new innovations in human society that have changed human communication patterns. Considering that distance education is one of the components of this society, and one of its basic elements in the process of promotion and development. The educational system must know how to benefit from the use of smartphone apps in education in order to raise the level of knowledge and promote sustainable development. According to the Saudi government's Vision 2030, digital transformation is a crucial, conclusive, and practical approach that intends to facilitate and hasten the government's transformation in an efficient manner. One of the key goals of this vision is to enhance the quality of higher education in Saudi Arabia by adopting innovative technologies and approaches, including the use of digital platforms in education. KSA is planning on ranking at least 5 Saudi universities among the top 200 universities in the world by 2030. In the past, Saudi Arabia's education policy was entirely based on traditional education, with no consideration for digital platforms. There are specific previous studies looking at the use of educational smartphone apps in distance education by marketing students. The purpose of this mixed methods study was to explore. The purpose of this mixed methods study was to explore the impact of using smartphone apps as an educational tool on learning goals and learning outcomes of Marketing students' in the College of Business Administration at Umm Al-Qura University. Also, this study was to explore the impact the usefulness and ease of use of smartphone apps on the adoption of smartphone apps in distance education within the College of Business Administration at UQU Saudi Arabia. There were 240 responses from marketing students in the quantitative part, and 8 faculty members participated in the qualitative part of the study. Overall, the results showed strong support for the hypotheses especially when isolating ease of use and usefulness: learning goals and learning outcomes are indeed significantly mediated by ease of use and usefulness thereby driving adoption and learning outcomes. Direct effects of gender as a moderating variable were found for learning goals and adoption: females were less inclined to feel that apps were well integrated into learning goals but nevertheless were inclined to engage in greater adoption of the app. Future studies could delve deeper into individual motivations, attitudes, and contextual factors to provide a more comprehensive understanding of gender differences in technology acceptance within educational settings.