Title: A cross-nation comparative study of mobile learning

Authors: Lihong Zhang; Jiaqin Yang; June Wei

Addresses: School of Management & Economics, Beijing Institute of Technology, Beijing 100081, China ' Department of Management, Georgia College & State University, Milledgeville, GA 31061, USA ' College of Business, University of West Florida, Pensacola, FL 32514, USA

Abstract: This paper describes a comparative study investigating the effectiveness and influence of college students on mobile learning behaviour between USA and China. The result of this study reveals that among the three aspects of mobile learning, cognitive load, satisfaction and achievement, there exists a statistically significant difference between China and US college students, and the related influencing factors have demonstrated a meaningful and significant impact. Based on the results of this study, managerial insights and practical implications for marketing strategies in the mobile learning market are discussed and recommended along with the future research direction.

Keywords: mobile learning behaviour; m-learning; influence factor; mobile communications; marketing strategy; college students; USA; United States; China; cognitive load; user satisfaction; student achievement.

DOI: 10.1504/IJMC.2014.064592

International Journal of Mobile Communications, 2014 Vol.12 No.5, pp.431 - 448

Published online: 30 Apr 2015 *

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