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Switching intention to Grammarly premium among postgraduate students in Malaysia

As postgraduate students in Malaysia want more sophisticated features to improve their academic writing, they are increasingly shifting from free to premium services in digital tools like Grammarly. The "switching intention" of these students is examined in this study, with an emphasis on...

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Main Authors: Ang, Ying Ying, Ang, Xuan Wei
Format: Final Year Project / Dissertation / Thesis
Published: 2024
Subjects:
HT Communities. Classes. Races
T Technology (General)
Online Access:http://eprints.utar.edu.my/6934/1/2202149_Ang_Xuan_Wei.pdf
http://eprints.utar.edu.my/6934/
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spelling my-utar-eprints.69342025-02-04T07:18:41Z Switching intention to Grammarly premium among postgraduate students in Malaysia Ang, Ying Ying Ang, Xuan Wei HT Communities. Classes. Races T Technology (General) As postgraduate students in Malaysia want more sophisticated features to improve their academic writing, they are increasingly shifting from free to premium services in digital tools like Grammarly. The "switching intention" of these students is examined in this study, with an emphasis on the variables influencing their choice to upgrade to Grammarly Premium. Even though the free version is widely available, many students still give the premium version serious thought because of its improved features, which include sophisticated grammar and plagiarism checks, tone adjustments, and word suggestions—all of which are essential for writing academic work of the highest calibre. This study investigates the psychological, economic, and practical factors that lead postgraduate students in Malaysia to switch using Keaveney's model of switching intention. The study explores the intricacies of the difficulties Malaysian students encounter in achieving language competency, the function of English as a medium of instruction in postsecondary education, and the perceived usefulness of Grammarly Premium's features in assisting students in meeting these difficulties. The goal of the research is to offer a thorough knowledge of the variables influencing students' intention to switch by combining quantitative and qualitative methodologies. It is anticipated that the study's conclusions will have a big impact on software developers, educational institutions, and students themselves. Teachers may better assist students in their academic journeys by knowing the factors that led them to upgrade to Grammarly Premium, and software suppliers can customise their products to fit the unique requirements of the academic community. In the end, this study adds to the larger conversation about digital tools in education by illuminating the ways in which technology might be used to improve academic performance in a multicultural and multilingual setting such as Malaysia. Switching Intention to Grammarly Premium among Postgraduate Students in Malaysia xv Keywords: Grammarly Premium, Switching Intention, Postgraduate Students, Keaveney Theory, Consumer Behavior, Service Quality, Digital Writing Tools, Technology Adoption, Educational Technology, Malaysia 2024-06 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6934/1/2202149_Ang_Xuan_Wei.pdf Ang, Ying Ying and Ang, Xuan Wei (2024) Switching intention to Grammarly premium among postgraduate students in Malaysia. Final Year Project, UTAR. http://eprints.utar.edu.my/6934/
institution Universiti Tunku Abdul Rahman
building UTAR Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tunku Abdul Rahman
content_source UTAR Institutional Repository
url_provider http://eprints.utar.edu.my
topic HT Communities. Classes. Races
T Technology (General)
spellingShingle HT Communities. Classes. Races
T Technology (General)
Ang, Ying Ying
Ang, Xuan Wei
Switching intention to Grammarly premium among postgraduate students in Malaysia
description As postgraduate students in Malaysia want more sophisticated features to improve their academic writing, they are increasingly shifting from free to premium services in digital tools like Grammarly. The "switching intention" of these students is examined in this study, with an emphasis on the variables influencing their choice to upgrade to Grammarly Premium. Even though the free version is widely available, many students still give the premium version serious thought because of its improved features, which include sophisticated grammar and plagiarism checks, tone adjustments, and word suggestions—all of which are essential for writing academic work of the highest calibre. This study investigates the psychological, economic, and practical factors that lead postgraduate students in Malaysia to switch using Keaveney's model of switching intention. The study explores the intricacies of the difficulties Malaysian students encounter in achieving language competency, the function of English as a medium of instruction in postsecondary education, and the perceived usefulness of Grammarly Premium's features in assisting students in meeting these difficulties. The goal of the research is to offer a thorough knowledge of the variables influencing students' intention to switch by combining quantitative and qualitative methodologies. It is anticipated that the study's conclusions will have a big impact on software developers, educational institutions, and students themselves. Teachers may better assist students in their academic journeys by knowing the factors that led them to upgrade to Grammarly Premium, and software suppliers can customise their products to fit the unique requirements of the academic community. In the end, this study adds to the larger conversation about digital tools in education by illuminating the ways in which technology might be used to improve academic performance in a multicultural and multilingual setting such as Malaysia. Switching Intention to Grammarly Premium among Postgraduate Students in Malaysia xv Keywords: Grammarly Premium, Switching Intention, Postgraduate Students, Keaveney Theory, Consumer Behavior, Service Quality, Digital Writing Tools, Technology Adoption, Educational Technology, Malaysia
format Final Year Project / Dissertation / Thesis
author Ang, Ying Ying
Ang, Xuan Wei
author_facet Ang, Ying Ying
Ang, Xuan Wei
author_sort Ang, Ying Ying
title Switching intention to Grammarly premium among postgraduate students in Malaysia
title_short Switching intention to Grammarly premium among postgraduate students in Malaysia
title_full Switching intention to Grammarly premium among postgraduate students in Malaysia
title_fullStr Switching intention to Grammarly premium among postgraduate students in Malaysia
title_full_unstemmed Switching intention to Grammarly premium among postgraduate students in Malaysia
title_sort switching intention to grammarly premium among postgraduate students in malaysia
publishDate 2024
url http://eprints.utar.edu.my/6934/1/2202149_Ang_Xuan_Wei.pdf
http://eprints.utar.edu.my/6934/
_version_ 1823544768283541504
score 13.244109

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