event

Doctoral Talks on Campus | From Adoption to Value Creation: A Comprehensive Framework for Evaluating Educational Technology Platforms in Emerging Markets

16

Jan

The Doctoral Talks on Campus: “From Adoption to Value Creation: A Comprehensive Framework for Evaluating Educational Technology Platforms in Emerging Markets ” will take place on 16 January at 7PM in the USJ Conference Room.

ABOUT DOCTORAL TALKS ON CAMPUS:

Fostering transdisciplinary perspectives in thought, research and development in the doctoral and post-doctoral programmes of the University of Saint Joseph in Macao. 

ABOUT THE TALK:

Although viewed as a crucial tool for transforming higher education, especially in emerging markets, educational technology (EdTech) faces structural, accessibility, and scalability challenges. Earlier research has primarily focused on technology acceptance and adoption, however, there has been insufficient focus on the mechanisms and conditions that explain as to how EdTech adoption fosters sustained value and platform success.

To fill this gap, this research produces a comprehensive, multi-level model that explains a connection between EdTech adoption to value creation outcomes in higher education, contextualizing emerging markets. Essentially, the model draws on and extends established theories—including the Technology Acceptance theory, Unified Acceptance Theory and Use of Technology, Diffusion of Innovation Theory, Expectation-Confirmation Theory, and valuedriven adoption approaches. This leads to introduction of customer-centric, institutional, sociocultural, technological, and pedagogical factors that influence EdTech usage. The framework specifically examines factors such as customer satisfaction and retention, willingness to pay, learning styles and product attributes, social impact and accessibility, trust, innovation, cultural relevance, and effort expectancy. Moreover, the study examines mediating factors like perceived value, behavioral intention, social influence, and learning effectiveness. Contextual moderators such as digital literacy, institutional support, cultural background, access to technology, and motivation are included in the model. Significantly, this study conceptualizes adoption as the behavioral mechanism through which value creation occurs, instead of viewing it as a separate outcome.

This paper employs a quantitative, cross-sectional survey design to collect data from EdTech users enrolled in 117 universities operating in Pakistan. The sample size is established using a stratified sampling approach, and structural equation modeling is applied to analyze direct, mediating, and moderating relationships. By moving away from narrowly focused adoption models, this research enhances the literature on EdTech by connecting user experiences with contextual factors to examine how they collectively influence value creation and platform success. The findings provide both theoretical insights and practical guidance for EdTech developers, universities, investors, and policymakers aiming to create sustainable, inclusive, and learner-centered digital education ecosystems in emerging economies.

Keywords: educational technology; value creation; technology adoption; higher education; structural equation modeling; emerging markets

ABOUT THE SPEAKER:

Syed Babar Ali is a distinguished academic and finance professional with over 23 years of teaching experience. He earned his Ph.D. in Finance with a thesis on SME valuation, specifically applying valuation theories to publicly-traded equities and startups. He also holds an MS in Finance (gold medalist) and an MBA. Currently, he is pursuing a post-doctoral program, deepening his expertise in valuation, risk management, and financial markets. A CFA, FRM, CMA, FCMA, and CIA, Dr. Ali possesses a robust skill set, further enhanced by specializations in FinTech. He has held leadership roles with GARP and ICMA Pakistan, taught diverse finance courses, and contributed over 20 HEC-recognized research papers. Dr. Ali currently serves as a Professor at Hamdard University.

DETAILS:

Date: Friday, 16 January 2026
Time: 7 p.m. – 7:55 p.m.
Location: Conference Room, 2/F, Residential Hall Building, USJ Ilha Verde Campus
Language: English

Organised by: USJ Doctoral School
General Coordinator: Prof. Adérito Fernandes-Marcos
Associate Coordinator: Prof. António Maneira
Contact: doctoral@usj.edu.mo

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*Free event, open to the general public