Determining the values and attributes in e-learning from vocational teacher's perspectives

Building an e-learning platform based on the user's point of view is getting the user to use the system. In this study, value co-creation is adopted from service science theory that involves users in service processes. The purpose of this paper is to use the means-end-chain (MEC) methodology by identifying the favourable attributes, consequences, and values from a teacher's point of view. The relationship among these items would build a ladder and lead to the purpose of the study. This study adopted the hard laddering - Association pattern technique (APT) method to develop the implication matrix, frequency table, and hierarchical value map (HVM). The study is aimed at vocational teachers as they are one of the primary users of the e-learning platform. The significance of this study is to help identify the co-creation value based on critical features on an e-learning platform. The results discovered that teachers develop eight important values led by self-fulfilment, sense of accomplishment, and responsible with the attributes in e-learning, which motivate them to continue using the platform for teaching and learning.