Understanding consumers’ purchase intention towards online paid courses

Abstract

With the unprecedented development of information and communication technologies, online learning is increasingly seen as an important channel for knowledge acquisition. Although knowledge payment platforms have attracted a considerable number of consumers, little is known about the determinants of purchase intention of online learning consumers for online paid courses (OPCs). In this study, we identify the mechanism underlying online learning consumers’ purchase intentions towards online paid courses (OPCs) based on outcome expectation and trust. We further examine the antecedents of performance expectation and trust from a learning-oriented perspective. Results indicate that trust and performance expectation play positive roles in consumer purchase intention. Moreover, perceived lecturer expertise, prior learning experience, and personal trial experience are positively associated with trust and performance expectation, which in turn influence purchase intention towards OPCs. The data were collected using a questionnaire survey of 443 users of knowledge payment platforms, and the proposed model was analysed through structural equation modelling. This study enhances the theoretical understanding of why consumers purchase OPCs in the knowledge payment context. For information system practice, these findings provide new insights for managers on how to conduct knowledge product transactions effectively.

Factors Influencing the Purchase Intention for Online Health Popular Science Information Based on the Health Belief Model

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Purchase Intentions in Indonesian E-Learning: A Study on Brand Equity, Advertising, and Pricing

“…This experience is influential in shaping their performance expectations and trust towards the Online Paid Courses (OPCs), significantly impacting their purchase intentions. Positive personal trial experiences can lead to a higher perception of course quality and increased trust in the platform, thus enhancing the likelihood of purchase [8].…”

Investigating the relationships between MOOC consumers' perceived quality, emotional experiences, and intention to recommend: an NLP-based approach

“…Paid MOOCs are introduced to guarantee MOOC platforms' sustainable development (Baker and Passmore, 2016). However, the reported low purchase rate (Shah, 2021a) or repurchase rate (Hone and El Said, 2016) discloses the struggles that many platforms experience in cultivating education consumers' loyalty (Chen et al, 2021). Thus, understanding determinants that induce MOOC consumers' favorable actions (i.e.…”

“…Expectedly, a growing body of research examining the monetization of MOOCs has been observed (Veletsianos and Shepherdson, 2016;Ma et al, 2022). As shown in Table 1, past studies suggest that MOOC consumers' behavioral intentions are primarily affected by three quality dimensions (Ma et al, 2022): course content quality(CCQ) (Albelbisi, 2020), platform quality(PQ) (Zhou et al, 2022), and instructor quality(IQ) (Chen et al, 2021). However, these three quality dimensions are often used in the isolation (Zhou et al, 2022).…”

“…, 2022): course content quality(CCQ) (Albelbisi, 2020), platform quality(PQ) (Zhou et al. , 2022), and instructor quality(IQ) (Chen et al. , 2021).…”