Non-traditional and traditional business students’ perceptions of e-texts: A computer-assisted analysis with implications for marketing education

This study examines the perceptions of non-traditional and traditional undergraduate business students regarding e-texts, exploring both their advantages and challenges. Analyzing 322 survey responses from a regional public university in the U.S. through semantic network analysis, the results reveal that both student groups recognize the accessibility and portability of e-texts. However, non-traditional students prioritize time efficiency and deep engagement, while traditional students favor quick keyword retrieval. Both groups encounter challenges with screen reading; traditional students face difficulties with page navigation, handwritten notes, and internet access, while non-traditional students experience discomfort due to screen use and navigation issues, particularly eye strain from balancing work and academic responsibilities. The supplementary thematic analysis revealed that while traditional students valued interactivity, non-traditional students valued affordability, and both groups noted issues with cognitive overload and a lack of ownership. These findings highlight the need to tailor e-text resources to address the diverse needs of students, ultimately enhancing their effectiveness in digital learning environments.