A Study on Indian Consumers Behaviour

towards Zoom Video Conferencing App

(Research Proposal)
Team 4 consisting of: Rishit Ghosh, Shivam Sharma, Nupur Parakh, Guru Chandu,
Akash Bhowmick, Sourav Das, Prarthana Venkatesh, Ritika Ghosh, Manish Badatya
and Siddhartha Shankar Sahu.

Zoom! An App Which Helped to Adapt the New Normal.

Whether you are a global corporation that needs to maintain business continuity,
a local government agency working to keep your community functioning, a
school as well college teachers educating students remotely, religious and
cultural events, or a friend and relatives that wants to host a happy hour to spark
some joy while social distancing, you are all managing through unique
challenges brought upon by this global health crisis. During the time of
isolation, Zoom has helped everyone to stay happy and connected. 
Human race is witnessing a very strange time fighting an inconspicuous enemy;
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the novel Coronavirus Covid19. First detected on 17 November 2019 in
Wuhan province of China has now spread all over the world. According to some
estimates it has affected more than five million people, with the death toll
escalating to an unprecedented three hundred thousand people worldwide. After
th
the outbreak was declared as pandemic on 11 March 2020, the Indian
government responded to this pandemic by enforcement of nationwide
th
lockdown from 25 March, 2020 which includes temporary closure of all
educational institutions and disbanded all forms of public gathering and meeting
in the wake of this crisis. The stay-at-home directive by the Government has
made people shift to virtual platforms for continuation of their work as well as
for entertainment purposes. As per the data released by Nielson and the
Broadcast Audience Research Council (BARC), internet usage has increased by
54 per cent in cities whereas in rural areas consumption stands at 32 per cent,
while the national average at 40 per cent during the last two months.
The Covid19 lockdown has made people dependent on various online
applications out of which Zoom Video Communication, a video conferencing
company in San Jose, California, has gained immense popularity as the go-to-
portal for video meetings and online classes as a large number of employees are
working from home. As per Sensor Tower Data, zoom download has surged to
1.25 lakhs in India between March1 to March 11 when arrangements were made
for the employees to work from home. The number skyrocketed to 1.26 crore

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 th th
times in India between the period 15 March and 5 April, thereby making its
way among the top 5 downloaded apps.

Research Gap
Zoom application has become one of the most widely used apps since the
coronavirus outbreak. Counting both free and paying users, zoom has 300
million daily meeting participants. That’s an increase of 2900% since December
31, 2019, when 10 million daily participants logged on. Past studies have
covered and found that zoom, although used by many, has its drawbacks too
such as its vulnerability to cyber-attacks like zoom bombing which refers to
intrusive activities by cyber criminals that interrupt the ongoing zoom meetings.
Hackers break in the middle of a conference, place obscene/offensive content on
the user's screen. Users also face various glitches and other technical problems
which makes it difficult to hold meetings or sessions whether it’s a business or a
classroom.
However, there is a dearth of research that examines the impact of zoom on
Indian users and how Indian users feel towards using zoom apps. Especially
how Indian users living in the rural areas and urban areas are coping using zoom
apps and how zoom app has helped them or what problems they encountered
when using zoom. This study aims to fill this gap by its contribution.

Problem Definition
In recent times the number of online video conferencing platforms are
increasing rapidly in India. The companies are developing additional features to
make the application easier. There are an enormous number of companies
developing these applications in the market who produce similar methods of
online video conferencing platforms with desired quality. All these companies
focus on satisfying the needs of consumers.
Some of the common problems faced by the Indian consumers that the research
has stated are: -
1.Causes strains in eyes and also results in headache.
2.Constraints on physical mobility.
3.Decrease in cognitive load.

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Objectives of Research

1. The purpose of this study is to identify and analyse how the consumers
can effectively lead the working and learning process through zoom
meeting apps. Our research is quantitative, qualitative and
descriptive.

2. This study gave us information to identify the consumer's opinion and

satisfaction towards zoom.

3. For the purpose of research, questionnaires were prepared.

4. This application provides convenient data for uploading and

downloading, and also provides efficient video screen management.

5. To know how zoom meeting app gives students an opportunity to

motivate towards learning and increase their interest in online classes.

6. The study helps the consumer to know the difference between zoom and
other video conferencing applications.

7. To explore the perception of the consumer regarding zoom during the

covid-19 lockdown period.

8. The purpose of research is to examine the attitude of consumers regarding

the uses of zoom as a medium of working environment.

Hypothesis Statement
H1: There is a significant difference between the level of interactivity of live
virtual experience and the real world.
H1: People are able to balance between personal life and professional life
effectively using zoom applications.
H1: There is an intelligible contrast in the matter of concentration between
students who attend classes over zoom (online classes) to the students who take
up offline classes.

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Literature Review
[1] Sayem, A.S.M., Taylor, B., Mcclanachan, M., & Mumtahina, U. (2017).
Effective use of Zoom technology and instructional videos to improve
engagement and success of distance students in Engineering.

It was found that by using. Zoom., the learning process is more interactive,
which creates positive student satisfaction and better experiences in their
learning journey. The innovative approach of Zoom. enhances positive
learning outcomes for diverse groups of students as well as encouraging
higher education in remote areas while potentially reducing workloads for
instructors.

[2] Mohammed, K.S., Rashid, C.A., Salih, H.A., & Budur, T. (2020).
The Role of Online Teaching Tools on the Perception of the Students
during the Lockdown of Covid-19.7(3), Doi: 10.23918/ijsses. v7i3p178

The online teaching method has been compared with traditional methods
to evaluate the ease of use and ease of learning by students. To reduce the
negative effect of online education, it is very much required to provide a
suitable network environment and students’ opinions need to be discussed
(Hrastinski, 2009). Zoom became a standard tool for videoconferencing
and received positive feedback from across the globe for its positive
learning experience and for its direct communication among students and
teachers which is mostly like face-to-face teaching. Another aspect of
online education that is taken into account is the quality of service offered.
Student-cantered approach can be used to attract public interests for
improving the quality of service in higher education.

[3] Alfadda, H.A., Mahdi, H.S. Measuring Students’ Use of Zoom

Application in Language Course Based on the Technology Acceptance
Model (TAM). J Psycholinguist Res 50, 883–900 (2021).
https://doi.org/10.1007/s10936-020-09752-1
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The COVID-19 pandemic brought about uncommon school terminations across
the country. By May 15, 2020, a large part of nations all throughout the world
had commanded the end of all schools for the rest of the school year.
Educational institutions have adopted internet learning and this has become a
new normal. There are both pros and cons in online learning. The process of
shifting from traditional methods of teaching to online learning was
unplanned and unprepared. This led to many difficulties in understanding
the online learning methods, both to the teachers and students. To
overcome this problem many educational institutions around the globe
have started to help their teachers by conducting various workshops
related to the use of online learning processes. Many students felt it
difficult to attend online classes, because of unavailability of network, PC’s or
mobiles. This led to unequal opportunities for learning.

[4] Serhan, D. (2020). Transitioning from face-to-face to remote

learning: Students’ attitudes and perceptions of using Zoom during
COVID-19 pandemic. International Journal of Technology in
Education and Science (IJTES), 4(4), 335-342.

With the advent of the Fourth Industrial Revolution, the educational world
is influenced by the Information Age; therefore, the learning process will
also be digitized. During Covid-19 Zoom was the preferred application for
many universities, schools, government agencies and individuals. Zoom is
a web-based video conferencing tool that provides online meetings,
webinars, allows individuals for sharing their screen and more. The impact
of online teaching and quality discussion showed that students preferred to
use Voice Thread for preparing and learning from other presentations,
which is the process for active class participation to discuss presentations.

[5] Wan Hassan, W.A.S., Ariffin, A., Ahmad, F., Hamzah, N., Rubani,
S.N.K., & Zakaria, N. (2020). STUDENTS' PERCEPTIONS OF USING
ZOOM MEET WEBINAR DURING COVID-19 PANDEMIC IN
TECHNICAL AND VOCATIONAL EDUCATION.7(19), ISSN- 2394-5125

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The implementation of social awareness issued by the government
during the COVID-19 pandemic has influenced Teaching and
Learning activities where all educational institutions are instructed to
close to prevent covid-19 infection. Therefore, this study aims to
identify the level of students' perception of using zoom meet webinar
during covid-19. This study uses two types of analysis, namely descriptive
statistics and inference. Descriptive statistical methods were used by the
researchers to describe the information obtained from respondents,
processed, analysed, and evaluated by referring to the mean and frequency of
methods used. Therefore, there is a relationship between knowledge and attitude
towards the use of zoom meet webinars.

[6] Mohanty,M., & Yakub, W. (2020).TOWARDS SEAMLESS

AUTHENTICATION FOR ZOOM-BASED ONLINE TEACHING AND
MEETING

Zoom has become one of the most prominent sources of online education but
there are some serious security issues related to it. There have been instances
where hackers gain access to zoom meetings and disrupt the meetings. In this
paper the author has discussed the possible methods to overcome the issue of
zoom bombing or zoom eavesdropping. It includes protection against attacks
and developing the application.

[7] Islam, M., Kim, D.A., & Kwon,M.(2020). A Comparison of Two Forms
of Instruction: Pre-Recorded Video Lectures vs. Live ZOOM Lectures for
Education in the Business Management Field

This strategy focuses on students as customers and universities required to

provide best educational services that bring good satisfaction among students
and make them loyal to their respective educational institutions. To adopt e-
learning tools like Zoom teachers need to have basic knowledge and formal
training to use technological resources effectively. Also, online learning is being
affected due to inadequate availability of resources like smartphones,
computers. Another factor e-learning can be enhanced by integrating social
media such as Facebook with academics to form strong interpersonal
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relationships among staff, students and their peers. Hence lack of financial
support, poor internet connection and cost of telecommunication services
becomes a hindrance to implement e-learning systems.

The level of interaction between the teacher and students in online zoom classes
is very poor. Students sometimes, knowingly or unknowingly leave the
microphone ON, that causes so much disturbances. There are some security
issues as well, i.e., students after downloading zoom application, without
reading terms and conditions, are given access to their phone media.

[9] Chawla, A. (2020). Coronavirus (COVID-19) – ‘Zoom’ Application

Boon or Bane.http://dx.doi.org/10.2139/ssrn.3606716

Zoom has become extremely popular in the world of business with over 20,000
companies choosing to use the service. The coronavirus has changed the way
the world does business. No longer can we have face-to-face meetings or host
large events as a business. Instead, we are left with only one option: virtual
events. However, to make the most of these, we are going to need a platform.
And the Zoom platform will allow us to host a variety of events. Overall, Zoom
is a terrific platform that offers a lot of features that businesses will find useful.
It is one of the best video conference platforms available that suit businesses of
any size. However, it is not without its flaws. These are quite minor when
compared to the benefits but still something to consider.

Research Design
This study is based on primary data and secondary data. Type of sample design
is descriptive research design to describe the characteristic of a phenomena. Our
study is designed to depict the population in a much more accurate way. This
research attempts to describe, explain and interpret the conditions (zoom) in a
detailed approach. It examines a phenomenon that is occurring at a specific
place and specific time.

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Limitations of the Study
Many of the people were not responding to our questions properly as they were
not much familiar with this zoom meeting app. We didn't find any research
paper on zoom done in India; it was very difficult for us to get any information
related to the research. It was difficult to find a lot of literature which solely
focused on our topic or talked about Indian consumers' behaviour towards zoom
application. This gives scope to carry on the feedback in all others regarding the
online teaching experience, concentration level, anxiety, eye health, interactivity
and balancing life in this lockdown era because of limited factors and
geographic area.

Conclusion
Many firms are now dependent on video conferencing to carry out their
everyday procedures as a result of the Covid-19's widespread spread. Its use is
becoming more popular as the world becomes more globalised. However, there
is a dearth of research that examines the impact of zoom on Indian users and
how Indian users feel towards using zoom apps. Especially how Indian users
living in the rural areas and urban areas are coping using zoom apps and how
zoom app has helped them or what problems they encountered when using
zoom. This study aims to fill this gap by its contribution.
The demand for video conferencing endpoints and infrastructure has been
increasing in recent years. Because of its ability to boost productivity and reach,
solutions for communication purposes are becoming increasingly popular.

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Bibliography
[1] Sayem, A.S.M., Taylor, B., Mcclanachan, M., & Mumtahina, U. (2017).
Effective use of Zoom technology and instructional videos to improve
engagement and success of distance students in Engineering.

[2] Mohammed, K.S., Rashid, C.A., Salih, H.A., & Budur, T. (2020). The
Role of Online Teaching Tools on the Perception of the Students during the
Lockdown of Covid-19.7(3), Doi: 10.23918/ijsses. v7i3p178.

[3] Alfadda, H.A., Mahdi, H.S. Measuring Students’ Use of Zoom

Application in Language Course Based on the Technology Acceptance
Model (TAM). J Psycholinguist Res 50, 883–900 (2021).
https://doi.org/10.1007/s10936-020-09752-1.

[4] Serhan, D. (2020). Transitioning from face-to-face to remote learning:

Students’ attitudes and perceptions of using Zoom during COVID-19
pandemic. International Journal of Technology in Education and Science
(IJTES), 4(4), 335-342.

[5] Wan Hassan, W.A.S., Ariffin, A., Ahmad, F., Hamzah, N., Rubani,
S.N.K., & Zakaria, N. (2020). Student perception of using zoom meet
webinar during covid-19 pandemic in technical and vocational
education.7(19), ISSN- 2394-5125.

[6] Mohanty,M., & Yakub, W. (2020).Towards seamless authentication

for zoom based online teaching and meeting.

7] Islam, M., Kim, D.A., & Kwon,M.(2020). A Comparison of Two

Forms of Instruction: Pre-Recorded Video Lectures vs. Live ZOOM
Lectures for Education in the Business Management Field.

[8] Chawla, A. (2020). Coronavirus (COVID-19) – ‘Zoom’ Application

Boon or Bane.http://dx.doi.org/10.2139/ssrn.3606716.

[9]A study on usage of VCAAS (video conferencing as a service

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provider with respect to zoom video communications during covid-19 in
Jaipur.

https://hrdc.gujaratuniversity.ac.in/Uploads/EJournalDetail/30
/1045/29.pdf.
[10] Zoom Executive Summary How Zoom Has Helped Teach for India
Reach the Most Underprivileged Communities. (August 2020).
https://zoom.us/.

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