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Research Article
Students’ Intention (as a Consumer) to Study through
Distance Education Mode

Post COVID-19 Crises

Heena Kashyap & Sunny Makhija
1
2
1 Lecturer, Commerce, Directorate of Education
Government of NCT of Delhi, Delhi, India,
Email: heena.kashyap91@yahoo.com
2 Marketing & International Business Advisory Professional
Dezan Shira & Associates, Delhi, India

Abstract
The aim of this paper is to assess the intention of students (as a consumer) to study
through distance education mode after arousal of a pandemic situation (due to spread
of coronavirus all over the world). The research was conducted in India, where responses
were sought from current and prospective students. The basic idea was to study the
impact of covid-19 crises on the mindset of students, as many of them would be hesitant
in travelling miles for a regular college. While searching for the best college/education
institution, the behavior of students seems to be similar to the behavior of a consumer.
Therefore, students’ intention was studied from the perspective of consumer behavior
discipline. There were a total 431 students whose responses were included in this study.
The smart PLS version 2.0 software has been used for applying mathematical and
statistical formulas. The model was constructed from the literature review that consisted
of four independent factors (perception, attitude, motivation and personality) and one
dependent factor (student/consumer intention). The results showed that perception,
attitude and motivation are the main driving force behind a student’s intention to take
admission in a distance education institution.
Keywords: Student’s Intention, Distance Education, COVID-19, Consumer Behaviour

Introduction of the pandemic but gradually the
consequences shook them.
COVID-19 is a real villain of our lives.
It needs no introduction as it has Nothing can replace teaching–learning
devastated the lives of more than one process between a teacher and a
billion people around the world. In student. Whether it is online teaching
this whole scenario, humankind is not or distance teaching, the guidance of a
the only sufferer instead thousands teacher is always required. The business
of animals also lost their lives. One of tutors and online coaching has
of the segments that have been flourished after covid-19 crises. Many
affected is “Students” such that it has educational apps were introduced for
created a mental pressure on them. providing education to students during
Initially, they did not realize the effects these crises (Li & Lalani, 2020). The most
26 Indian Journal of Educational Technology
Volume 3, Issue 2, July 2021