Exploring Parents’ Attitude to Subscribe to the Ed-tech Services: Evidence from India

Gautam Gopal Dua; Drusya Thampi; Kiran J. Patel; Vishal Acharya

doi:10.5281/

Authors

Gautam Gopal Dua Agarwal Vidya Vihar English Medium College, Gujarat, India.
Drusya Thampi Veer Narmad South Gujarat University, Gujarat, India.
Kiran J. Patel Veer Narmad South Gujarat University, Gujarat, India.
Vishal Acharya Ganpat University, Gujarat, India.

DOI:

https://doi.org/10.5281/

Keywords:

Edtech, India, Educational Technology

Abstract

There have been numerous Educational Technology (Ed-Tech) companies investing in the Online Teaching & Learning ecosystem in the last few years. Parents play a significant role in making academic decisions for their kids. However, the peer pressure of kids, the educational background of parents, and the academic performance of wards would play an essential role in intending to subscribe to Ed-tech services. The research design is based on a self-administered questionnaire is developed to collect data from the parents of school-going students of the age between 10 years to 16 years. Convenience sampling was used to manage the data from 208 samples. The findings of the study showed that parents’ awareness of ed-tech (PAE), wards’ peer influence (WPI), and academic performance of ward (APW) significantly affect attitude towards ed-tech (ATE), whereas peer influence of parents (PIP) has no significant impact on their attitude towards ed-tech. The study will help stakeholders make online learning platforms more effective, engaging, and reachable. Existing literature contributes regarding the digital facility, and satisfaction of online learning. However, very limited research has been done in the area of parents’ subscribing attitude to Ed-tech services.