An empirical observation of factors leading to subscription of EdTech services

Abstract Universities in developed nations introduced new courses to enhance industry orientation for students. These courses required novel approach instead of traditional mode of delivery. Technology interference was considered for a creative course content delivery. Edtech services transformed traditional education model in developed countries. Indian education sector is ripe with opportunities. Edtech service vendors ventured into the sector predicting growth. Edtech companies connected with Indian education establishments. Unlike western scenario the subscription rate is not impressive in India. Free market competition led to attractive offers. Consumers clustered around selected vendors. Validity and recognition of these courses in majority of developed countries symbolized value proposition. Champion edtech companies sustained the journey in rough seas. Edtech is a tool for updation and up gradation of student skills. Largely consumers are hesitant in subscribing for edtech services. Edtech subscriptions behavior in India is unexplained. There is a need to create knowledge in this area. The study aims to explain factors leading to edtech subscriptions. Literature review resulted in selection of variables and subsequently a conceptual model. Survey approach was made to collect data. Factors analysis was conducted to find factors-based item loading. Study identified the factors as items loaded in their respective columns. Regression analysis revealed nature and strength of relationship of factors leading to subscription of edtech services. Except device requirement, all factors led to subscription of edtech services. External factors and user friendliness of a technology were strong influencers of edtech subscription. Further, ANOVA led us to find employment status and educational qualification means significantly different from identified factors.