Factors Influencing the Purchase Intention of Online Learning Courses
Keywords:
Online Learning Course, Online knowledge contributor, Trust in paid, Intention to PurchaseAbstract
The objectives of this research were (1) to study the factors influencing the purchase intention of online learning courses. (2) to compare the level of factors affecting the purchase intention of online learning courses. The conceptual framework was based on the Theory of consumption value and applied research from the Cognitive–Affective–Conative framework. This research used a survey by collecting data from online questionnaires. The population was in Bangkok Metropolitan Region. A stratified sampling method was used from a sample of 565 people and the data was analyzed using a structural equation model (SEM).
The results found that (1) factors influencing the purchase intention of online learning courses were: trust in the platform, identification with knowledge contributor meaning brand, and trust in paid knowledge with the supporting factors that contributed to trust in paid knowledge was knowledge quality, price utility, perceived enjoyment, and social commerce influence. If learners realize the value and benefits of online courses, they perceived trust in paying for their online knowledge, and intention to purchase knowledge from the online course have significantly. (2) The identification with knowledge contributors, such as brand, differentiation, the distinctiveness of knowledge content, etc., was the highest factor effect to the intention to purchase an online course. Secondly, the trust in paying to purchase knowledge, which depends on learners' trust in the platform, and perceived enjoyment, price utility, social commerce influence, and knowledge quality are all factors that influence purchase intention, respectively.
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