Hot or Not: An Analysis of Online Professor-Shopping Behavior of Business Students
With the proliferation of Web sites that allow students to praise or disparage their instructors depending on their whims, instructors across the country essentially are becoming subjects of comparison shopping by prospective students. Using a sample survey of 258 students majoring in business at a public university on the west coast of the United States, the author investigated the extent of instructor-shopping behavior via browsing and posting comments on the Internet as well as the students’ motivations behind such activities. An analysis of data suggests that nearly one third of students engage in online information sharing before signing up with a particular professor and that factors related to grade expectation affect the propensity to shop on the internet.
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