Özet:

Attention has been drawn to Open Distance Learning (ODL) as a mode for teaching and learning with the advancement in communication via the Internet. Education today has expanded the role of ICT in learning and knowledge generation, leveraging on Internet technology to transmit education across the country. Technology advancement and the introduction of ODL in educationhas created heated competition among these private higher education providers in Malaysia. ODL mode offers a flexible form of learning. Learners of ODL tend to be more challenging to fulfill their needs as they have other commitments in life, therefore, these learners will have certain criteria when choosing their learning education institution. The aim of this study is to investigate the vital attributes contributing in choosing an ODL higher education institution in Malaysia and to explore the consumers’ socioeconomic characteristics with their willingness-to-pay fees. Although studies on the attributes that influence student choice of a university exist, these have failed to use the choice experiment method to examine the attributes influencing choice of ODL education provider. The sample population was 320 using face-to-face interview. The results would be able to provide ODL education providers in Malaysia with knowledge on making the right marketing strategy.

Anahtar Kelimeler: