The Usage of Cloud and Web Based Mobile Applications by Students at Higher Education: The Two-Step Cluster Analysis

Abstract

It is possible to see the successful implementation of cloud and web based mobile technology solutions in key industries such as finance, retailing, healthcare, manufacturing, etc. Along with these key industries, cloud and web based technologies also have its significant effect in education sector. These technologies are significantly changing the learning and teaching landscape in various types of educational institutions. The way students learn, teachers teach and educational institutions maintain their key functions have been transformed and become more effective and efficient via these technologies. This research focuses on the students’ use of cloud and web based mobile educational tools in higher education. In this research, Two-Step cluster analysis has been conducted in order to identify different student groups with respect to their use of cloud and web based mobile apps in higher education. Cluster analysis has been conducted around seven key attributes. Five of these attributes have been adopted from the “Diffusion of Innovations” theory which is one of the well-known social sciences theories that seeks to explain how, why, and at what rate new technological ideas spread across societies. These factors are relative advantage, compatibility, complexity, trialability, and observability. The other two factors are perceived data security and perceived social pressure. As a result of Two-Step cluster analysis, four different student groups have been identified. Behavioral characteristics of each student group has been discussed with respect to their use of such key technologies in higher education context. Results of this study are expected to guide practitioners and marketers to develop more effective cloud and web based mobile apps and associated marketing strategies to improve the adoption and usage rate of their apps in higher education.