Influence of App Usability and Learning Environment on Student Behavior in Mobile-Based Marketing Education in Malaysian Higher Learning Institutions

Authors

  • Rozita Naina Mohamed Faculty of Business and Management, Universiti Teknologi MARA, Malaysia
  • Halimahton Borhan Faculty of Business and Management, Universiti Teknologi MARA, Malaysia
  • Mohd Saifullah Rusli School of Business and Communication (SBC), INTI International College Subang, Malaysia
  • Khalilah Abd Hafiz Faculty of Business Management and Professional Studies, Management and Science University, Malaysia
  • Azhana Othman Faculty of Business and Management, Universiti Teknologi MARA, Malaysia
  • Abdul Rahim Ridzuan Faculty of Business and Management, Universiti Teknologi MARA, Malaysia
  • Mohamad Idham Md Razak Faculty of Business and Management, Universiti Teknologi MARA, Malaysia
  • Najihah Hanisah Marmaya Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, Malaysia

DOI:

https://doi.org/10.24191//jibe.v9i2.3200

Keywords:

App usability, Learning environment, Student engagement, Student behavior, TAM model

Abstract

The increasing integration of mobile-based platforms in higher education, particularly within marketing education, has transformed learning dynamics by enabling students to engage through accessible digital tools. However, while internet and smartphone usage continue to grow in Malaysia, student engagement levels with mobile learning apps remain inconsistent. This study investigates how app usability (ease of use) and the learning environment influence student engagement behaviors within mobile-based marketing education in Malaysian higher education institutions. Using a quantitative approach, data were collected through a survey of 115 marketing students from public and private universities in Malaysia who have experience learning through mobile apps. The analysis, conducted using SPSS, indicates that both app usability and a supportive learning environment significantly contribute to positive student engagement behaviors, such as increased participation. The findings highlight that an intuitive, easy-to-use mobile platform within an encouraging educational environment fosters higher engagement in digital learning settings. This research provides valuable insights for educators and developers of mobile learning tools, underlining the need to prioritize usability and environmental support to optimize student engagement. The study’s implications can inform strategies for enhancing student interactions with digital marketing content, offering practical guidance for stakeholders aiming to elevate mobile-based educational experiences in Malaysia’s higher education sector.

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How to Cite

Mohamed, R. N., Borhan, H., Rusli, M. S., Abd Hafiz , K., Othman , A., Ridzuan , A. R., Md Razak , M. I., & Marmaya , N. H. (2024). Influence of App Usability and Learning Environment on Student Behavior in Mobile-Based Marketing Education in Malaysian Higher Learning Institutions. Journal of International Business, Economics and Entrepreneurship, 9(2), 145–155. https://doi.org/10.24191//jibe.v9i2.3200

Issue

Vol. 9 No. 2 (2024): November

Section

Articles

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Copyright (c) 2024 ASSOCIATE PROFESSOR DR HALIMAHTON BORHAN

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