DO ONLINE LEARNING PATTERNS EXHIBIT REGIONAL AND DEMOGRAPHIC DIFFERENCES?

ABSTRACT

This paper used a multi-level latent class model to evaluate whether online learning patterns exhibit regional differences and demographics.  This study discovered that the Internet learning pattern consists of five segments, and the region of Taiwan is divided into two segments and further found that both the user and the regional segments are highly interpretable.  The individual segments are dictated by demographic variables, such as age and gender.  For instance, younger people were good at employing Internet services; those 21-30 years old adopted e-learning, browsed blogs, and enjoyed the Internet more than others; and females preferred e-learning applications more than males did.  On the other hand, the regional segments are dictated by the individual segments.  For instance, the service area segment comprised a higher proportion of members who were good at online learning applications.  The agricultural area segment made up a higher proportion of members who were traditional users.  The findings provide both product or service providers/vendors and curriculum designers with an applicable guideline for developing service strategies for better matches and higher service satisfaction between the curriculum and the users’ needs.