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“various factors affecting students’ these four factors play an important
(consumers’) intention to study role in the determination of the same
through distance education mode” (Schiffman, Kanuk, Ramesh, & Wisenblit,
and “actual intention”. 2010). The explanations of these factors
Review of literature are as follows:-

Distance learning is a process of acquiring Perception displays the thought process
knowledge when a learner and a trainer of an individual. Throughout a time, an
cannot interact face-to-face, instead individual develops certain assumptions
they can communicate with the help and on the basis of that he/she starts
of various online technologies (Bijeesh, interpreting and perceiving the stimulus
2013). There is historical importance (Schiffman, Kanuk, Ramesh, & Wisenblit,
of such a learning mechanism because 2010).
it helps even those who cannot travel Attitude displays a direction i.e. whether
miles every time (Bozkurt, 2019). The a person is positive towards something
role of distance learning has widened as or is negative towards something
one can study from lecturers of various (Schiffman, Kanuk, Ramesh, & Wisenblit,
countries; assignments and doubts can 2010). It has been seen in past studies
be cleared through innovative system that a positive attitude towards an object
softwares (Aharony & Ilan, 2016). The or person, may influence decisions of
distance learning modes are considered an individual.
less expensive than regular courses due
to infrastructural and other cost savings The motivation may be classified into
(HMC Architects, 2020). These costs are monetary and non-monetary heads
ultimately borne by students in the form (Schiffman, Kanuk, Ramesh, & Wisenblit,
of admission fees, therefore distance 2010). Some individuals are motivated
courses seem to be more economical. by monetary benefits and some are
motivated by non-monetary benefits
The concepts of psychology are relevant (Maslow, 1943). Higher the motivation,
in studying consumer behavior, which higher would be the intention to take an
are also relevant for understanding action or not to take an action (Ajzen,
students’ behavior. Education has 1985).
now become a business market where
education and knowledge is being sold Different individuals have different
and students are the consumers/buyers identities and personalities. Personality
of that knowledge. Analyzing from traits determine the wholesome
consumer behavior discipline, the four personality and character of an
factors are most important to study one’s individual. A risk taker, brave and
mind. These factors are Perception, adventurous individual does not seek
attitude, motivation and personality opinions of others to make his/her final
(Schiffman, Kanuk, Ramesh, & Wisenblit, decision (Schiffman, Kanuk, Ramesh, &
2010). The decision of learning through Wisenblit, 2010).
distance or regular mode involves Thus, a model (figure-1) has been
mental exercise and cognitive thinking constructed to understand students’
(Churchill & Surprenant, 1982). Thus, intention to study through distance
28 Indian Journal of Educational Technology
Volume 3, Issue 2, July 2021