CRITICAL E-LEARNING VALUES AND ATTRIBUTES: PERSPECTIVES FROM VOCATIONAL TEACHERS AND STUDENTS

ABSTRACT E-learning platforms are designed to meet user demands and enhance value, making it crucial to identify their key attributes. In vocational institutions, where teachers and students are integral co-creators of value, e-learning tools are used to enrich technical education. This study utilizes a means-end-chain approach to explore the critical attributes, values, and impacts of e-learning from the perspectives of vocational teachers and students. The study uses laddering techniques to identify the co-creation value based on the principles of Service-Dominant Logic, Means-End Chain Theory, and a list of values. A tool called APT Data Laddering Col&Cal was developed to analyze data on the laddering technique. The data is also validated with LadderUX software and subsequently used to generate a Hierarchical Value Map. The conceptual analysis results and the Hierarchical Value Map form the components of the developed model. By mapping the relationships between these attributes and the resulting values, the research identifies nine significant values: accomplishment, self-fulfillment, and a high-quality lifestyle, which stand out as the most prominent. The study also highlights that interactive elements such as games, quizzes, and videos play a significant role in facilitating value co-creation. The importance of this research lies in its ability to pinpoint how specific e-learning attributes contribute to value creation, offering valuable insights for designing e-learning models that better serve the needs of both educators and learners. Understanding these dynamics can significantly enhance how e-learning platforms are developed to effectively engage and benefit youth in vocational settings. Keywords: Value Co-Creation, Means-End-Chain, E-learning, Vocational, Youth