2020_Determinant Behavioural Factors of Digital Media Communication on First Degree Specialisation Choice in Yarmouk University
| Format: | General Document |
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| _version_ | 1860798087080968192 |
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| building | INTELEK Repository |
| collection | Online Access |
| collectionurl | https://intelek.unisza.edu.my/intelek/pages/search.php?search=!collection3 |
| copyright | Copyright©PWB2025 |
| country | Malaysia |
| date | 2020-03-11 |
| format | General Document |
| id | 15867 |
| institution | UniSZA |
| internalnotes | Sila masukkan subject wajib Dissertations, Academic. Terima kasih... |
| originalfilename | DETERMINANT BEHAVIOURAL FACTORS OF DIGITAL MEDIA COMMUNICATION ON FIRST DEGREE SPECIALISATION CHOICE IN YARMOUK UNIVERSITY (PHD_2020).pdf |
| person | Ibrahiem Mohammed Habes Ahammed |
| recordtype | oai_dc |
| resourceurl | https://intelek.unisza.edu.my/intelek/pages/view.php?ref=15867 |
| sourcemedia | Server storage Scanned document |
| spelling | 15867 https://intelek.unisza.edu.my/intelek/pages/view.php?ref=15867 https://intelek.unisza.edu.my/intelek/pages/search.php?search=!collection3 General Document Malaysia Library Staff (Top Management) Library Staff (Management) Library Staff (Support) Terengganu Faculty of Applied Social Sciences English application/pdf 1.5 Server storage Scanned document Universiti Sultan Zainal Abidin UniSZA Private Access Universiti Sultan Zainal Abidin 248 Copyright©PWB2025 SAMBox 3.0.6; modified using iTextSharp™ 5.5.10 ©2000-2016 iText Group NV (AGPL-version) Decision making Higher Education 2020-03-11 DETERMINANT BEHAVIOURAL FACTORS OF DIGITAL MEDIA COMMUNICATION ON FIRST DEGREE SPECIALISATION CHOICE IN YARMOUK UNIVERSITY (PHD_2020).pdf Ibrahiem Mohammed Habes Ahammed Digital Media Behavioral Factors 2020_Determinant Behavioural Factors of Digital Media Communication on First Degree Specialisation Choice in Yarmouk University There is a disparity in the academic system in Jordan. It has the highest percentage of internet users with social media accounts in the world. In 2017, social media accounts were used in Jordan by 90%, mostly by students. However, the traditional method of choosing academic specialization is more prevalent than digital media communication. The effect of digital media communication on the students' decision was only 20%. Thus, this research study aims to answer the main question: "Does the role of digital media communication significantly impact the students' choice of academic specialization?" This study investigates the impact of integrating Social Behavior Theory, the Uses and Gratification Theory, and the Technology Acceptance Model (TAM), as part of an empirical examination of the effect of digital media communication usage on the choice of academic specialization among students at Yarmouk University, Jordan. A quantitative methodology approach was adopted in this study. The proposed model is validated empirically using the responses received from a survey of 394 respondents, which were analyzed using Structural Equation Modeling (SEM-PLS). The findings of SEM-PLS revealed that there are gratifications and needs among students when using digital media, with the most important sources of academic information. It also revealed a correlation between digital media behavior, perceived usefulness (PU), and perceived ease of use (PEOU) of the construct, with R² values of 0.358, 0.349, and 0.428, respectively. The study showed a positive relationship between perceived usefulness (PU), perceived ease of use (PEOU), and the most used applications for students' choice of academic majors (websites, YouTube, Facebook). Similarly, a positive effect of academic major on the students' perceived ease of use (PEOU) was found. Media templates, such as high-quality videos, special video effects, sound, music, and social TV, positively influenced students' behavior regarding digital media in choosing academic majors. Additionally, these factors were demonstrated by the results of this study, which enhanced the behavioral intention of respondents to use digital media communication for the selection of university majors among students at Yarmouk University. Furthermore, 10 out of the 12 hypotheses in the current study were supported, with the behavioral factors of digital media communication significantly influencing (significant at p** ≤ 0.01, p+ < 0.05) the respondents' selection of university specialization. To communicate effectively on digital media communication, Jordanian universities should present information interactively. For the time being, it is important for universities to find new ways to introduce media messages, create a space for students, and raise awareness among parents. Furthermore, the results of this study could serve as a basis for further research and improvement in the direct influence of behavioral factors of digital media communication on students' selection of academic specialization in Jordan and the Arab region. Sila masukkan subject wajib Dissertations, Academic. Terima kasih... Student Specialization Choice Jordan Education Thesis |
| spellingShingle | 2020_Determinant Behavioural Factors of Digital Media Communication on First Degree Specialisation Choice in Yarmouk University |
| state | Terengganu |
| subject | Decision making Higher Education Behavioral Factors |
| summary | There is a disparity in the academic system in Jordan. It has the highest percentage of internet users with social media accounts in the world. In 2017, social media accounts were used in Jordan by 90%, mostly by students. However, the traditional method of choosing academic specialization is more prevalent than digital media communication. The effect of digital media communication on the students' decision was only 20%. Thus, this research study aims to answer the main question: "Does the role of digital media communication significantly impact the students' choice of academic specialization?" This study investigates the impact of integrating Social Behavior Theory, the Uses and Gratification Theory, and the Technology Acceptance Model (TAM), as part of an empirical examination of the effect of digital media communication usage on the choice of academic specialization among students at Yarmouk University, Jordan. A quantitative methodology approach was adopted in this study. The proposed model is validated empirically using the responses received from a survey of 394 respondents, which were analyzed using Structural Equation Modeling (SEM-PLS). The findings of SEM-PLS revealed that there are gratifications and needs among students when using digital media, with the most important sources of academic information. It also revealed a correlation between digital media behavior, perceived usefulness (PU), and perceived ease of use (PEOU) of the construct, with R² values of 0.358, 0.349, and 0.428, respectively. The study showed a positive relationship between perceived usefulness (PU), perceived ease of use (PEOU), and the most used applications for students' choice of academic majors (websites, YouTube, Facebook). Similarly, a positive effect of academic major on the students' perceived ease of use (PEOU) was found. Media templates, such as high-quality videos, special video effects, sound, music, and social TV, positively influenced students' behavior regarding digital media in choosing academic majors. Additionally, these factors were demonstrated by the results of this study, which enhanced the behavioral intention of respondents to use digital media communication for the selection of university majors among students at Yarmouk University. Furthermore, 10 out of the 12 hypotheses in the current study were supported, with the behavioral factors of digital media communication significantly influencing (significant at p** ≤ 0.01, p+ < 0.05) the respondents' selection of university specialization. To communicate effectively on digital media communication, Jordanian universities should present information interactively. For the time being, it is important for universities to find new ways to introduce media messages, create a space for students, and raise awareness among parents. Furthermore, the results of this study could serve as a basis for further research and improvement in the direct influence of behavioral factors of digital media communication on students' selection of academic specialization in Jordan and the Arab region. |
| title | 2020_Determinant Behavioural Factors of Digital Media Communication on First Degree Specialisation Choice in Yarmouk University |
| title_full | 2020_Determinant Behavioural Factors of Digital Media Communication on First Degree Specialisation Choice in Yarmouk University |
| title_fullStr | 2020_Determinant Behavioural Factors of Digital Media Communication on First Degree Specialisation Choice in Yarmouk University |
| title_full_unstemmed | 2020_Determinant Behavioural Factors of Digital Media Communication on First Degree Specialisation Choice in Yarmouk University |
| title_short | 2020_Determinant Behavioural Factors of Digital Media Communication on First Degree Specialisation Choice in Yarmouk University |
| title_sort | 2020_determinant behavioural factors of digital media communication on first degree specialisation choice in yarmouk university |