Λεπτομέρειες βιβλιογραφικής εγγραφής
| Τίτλος: |
UNDERSTANDING FACULTY ADOPTION OF MARKETING SIMULATIONS. |
| Συγγραφείς: |
Lynch, Patrick1 patrick.lynch@lyon.edu, Roy, Donald P.2 |
| Πηγή: |
Marketing Management Association Educators' Conference Proceedings. Fall2026, p46-51. 6p. |
| Θεματικοί όροι: |
*Innovation adoption, *Website usability, Technology Acceptance Model, Self-efficacy, Educational benefits, Simulation methods in education, Experiential learning |
| Περίληψη: |
This conceptual paper proposes a framework for understanding faculty adoption of marketing simulations. Drawing from marketing education literature, experiential learning theory, and the Technology Acceptance Model, the framework identifies two broad categories of factors that may shape simulation adoption decisions: instructor factors and simulation factors. Instructor factors include self-efficacy, technostress, and prior experience with game-based learning, while simulation factors include ease of use, customer value, and facilitating conditions. The paper argues that faculty adoption decisions are influenced not only by the perceived pedagogical value of simulations but also by implementation concerns related to workload, confidence, and technical support. The paper discusses practical implications for marketing educators and simulation publishers, including strategies to support broader adoption through training, instructional resources, and responsive technical support. [ABSTRACT FROM AUTHOR] |
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| Βάση Δεδομένων: |
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