Abstract
To understand students' choice behavior of taking on-line international business courses, a survey study is conducted to collect information regarding students' actual choices of taking on-line courses and potential factors that may have impacts on students' choices of online learning. Potential factors such as enrollment status, demographic background, maturity level, and supportive technology are extracted from published research studies. A sample of one hundred and fifty-five observations is then used to build a logistics choice model. The choice model confirms six of the considered factors have statistically significant impacts on students' choice of taking on-line international business courses. The findings from modeling students' choice behavior are used to test hypotheses and quantify the comparative factor impacts over the choice behavior. In addition to gain understanding of our students' choices of taking on-line courses, we like to share our data analysis findings and modeling results with other colleges, especially the ones that are evaluating the potentials of this modern learning mode for their courses.
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