Which values determine choice between online courses and traditional classroom courses? perspective of digital natives in Gujarat Singh RK Renin1, Rathod Raju M2 1Research Scholar, GHPIBM, Vallabh Vidyanagar, Gujarat, India, Email id: reninrk@gmail.com 2Professor, GHPIBM, Vallabh Vidyanagar, Gujarat, India, Email id: rynrrskynrr@gmail.com Online published on 4 March, 2019. Abstract The purpose of the study is to find the various consumption values that determine Digital natives “decision to choose between online courses and traditional classroom courses. An exploratory qualitative method was adopted with sample consisting of students pursuing higher education in Gujarat, India. Three focus group discussions (FGD)with a total of 27 participants were conducted to explore the various consumption values that influence the decision to adopt online courses. The FGDs revealed thirty-six consumption values pertaining to functional, emotional, conditional, epistemic and social value. The study is the first to be conducted in the state of Gujarat to determine the consumption values with respect to online learning especially from the perspective of digital natives. Top Keywords Consumption values, Digital natives, Online courses. Top |