Understanding Gen Z Preferences for Features of Online Learning Platforms through Conjoint Analysis

This study explores the online learning platform preferences of Generation Z college students in the Philippines using Conjoint Analysis with the PAPRIKA method, grounded in Multi-Attribute Utility Theory (MAUT) and the Technology Acceptance Model (TAM). Analyzing key attributes—content delivery format, course scheduling, accessibility, user interface, assessments, and support—based on 744 valid responses, it reveals that Flexibility in Course Schedule and Multi-device Accessibility are the most valued features. The study identifies Platform 144 as the most preferred, offering a combination of text-based materials, mixed scheduling, multi-device synchronization, and community support. Findings highlight the need for platforms to balance autonomy with engagement, emphasizing flexibility, user-friendly interfaces, and collaborative features to enhance learning outcomes and meet the unique needs of Gen Z learners.