Understanding consumers’ purchase intention towards online paid courses

2021 ◽  
pp. 026666692110272
Author(s):  
Yuan Chen ◽  
Donghong Ding ◽  
Lidong Meng ◽  
Xiaodong Li ◽  
Shengliang Zhang
Keyword(s):  
Online Learning ◽  
Information And Communication Technologies ◽  
Purchase Intention ◽  
Structural Equation ◽  
Learning Experience ◽  
Outcome Expectation ◽  
Prior Learning ◽  
Theoretical Understanding ◽  
Performance Expectation ◽  
And Performance

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.

scholarly journals The role of individual values in the behavior of using discount coupons

2021 ◽  
Vol 14 (3) ◽  
pp. 568-591
Author(s):  
Alice Chaves ◽  
Leonardo Flach ◽  
Jonatas Dutra Sallaberry
Keyword(s):  
Social Influence ◽  
Structural Equation ◽  
Equation Modeling ◽  
Individual Values ◽  
Brazilian Literature ◽  
Performance Expectation ◽  
And Performance ◽  
Facilitating Conditions ◽  
And Behavior

Purpose – The research analyzed the determinants (Performance Expectation, Expectation of Effort, Social Influence, Facilitating Conditions, Hedonic Motivation, Value and Habit) of the intention and the behavior of using online discount coupons, through UTAUT2 in the Brazilian context. Design/methodology/approach – The survey was adopted with an instrument adapted from Yang (2010) and Christino et al. (2019) validated by experts. Made available online, the instrument collected 309 responses for analysis using the structural equation modeling technique. Findings – The results validated the positive relationships for Facilitating Conditions, Hedonic Motivation, Perceived Value, Habit and Performance Expectation - the highest’s coefficients. The influence of Expectation on Effort and Social Influence has not been validated. Research limitations/implications – The results cannot be generalized to all Brazilian individuals, in addition to considering recognized determinants of international literature. For this reason, suggestions are made for continuing and deepening the research. Practical implications – The results contribute by indicating the main perceptions that lead to the intention and use of discount coupons, which are the performance expectation and the habit. Thus, managers can develop their sales strategies considering such factors while society can establish strategies to more sustainable purchases. Originality/value – The research discusses the determinants of UTAUT2 in the Brazilian context to explain the intention and behavior of using online discount coupons, which are grouped together are unprecedented in Brazilian literature.

Trust, Perceived Benefit, and Purchase Intention in C2C E-Commerce

2021 ◽  
pp. 1313-1338
Author(s):  
Shukuan Zhao ◽  
Yiwen Fang ◽  
Weiyong Zhang ◽  
Hong Jiang
Keyword(s):  
Structural Equation Modeling ◽  
Theoretical Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Research Question ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Theoretical Understanding ◽  
Perceived Benefit ◽  
The Relationship

It is a class research question about how trust and perceived benefit affect consumers' purchase intentions. This research examines the relationship in a very different context: consumer-to-consumer (C2C) e-commerce in China. Specifically, this research empirically assesses the differences in effect size due to the change of context. First, a theoretical model linking trust, perceived benefit, and their antecedents to purchase intention is developed upon the literature. Then the model is evaluated using empirical data collected at Taobao, the largest C2C e-commerce website in China. Partial least squares based structural equation modeling (PLS-SEM) results strongly support the model and research hypotheses. A developing country context can indeed affect the strength of effect. These results contribute to the literature in that they provide new insights toward a more in-depth theoretical understanding. Meanwhile, they can also provide useful guidance for managers.

Online Learning and Lifelong Learning

2011 ◽  
pp. 51-72 ◽  
Author(s):  
Glenn Finger
Keyword(s):  
Online Learning ◽  
Lifelong Learning ◽  
Information And Communication Technologies ◽  
Teaching And Learning ◽  
Learning Experience ◽  
Rural And Remote ◽  
Remote Communities ◽  
Information And Communication ◽  
Technological Improvements

This chapter explores ways in which new and emerging information and communication technologies (ICT) might transform the learning experience through online delivery. After presenting a conceptualisation of ICT use by educators in terms of inaction, investigation, application, integration, and transformation, two diverse learning settings are examined to develop insights into the implications of online learning for lifelong learning—namely, the delivery of educational services to preschool children (aged 4 years old) through to Year 10 students (aged 15 years old) in rural and remote communities in Australia, and the dimensions required for designing online learning for adult learners in higher education. Through the presentation of a case study of a School of Distance Education in Australia, which reflects technological improvements using telephone teaching, and the affordances of improved connectivity, the case study demonstrates that this has enabled the use of more constructivist approaches to teaching and learning to transform the delivery of education to rural and remote students. Subsequently, this chapter provides a synthesis of the literature relating to the critical factors influencing learner satisfaction in online learning.

scholarly journals Organization of higher education in context of digitalization: online learning experience at pandemic, development trends

2021 ◽  
Vol 273 ◽  
pp. 12052
Author(s):  
Larisa Kobysheva ◽  
Anna Luginina ◽  
Nataliya Gafiatulina ◽  
Yana Artamonova
Keyword(s):  
Higher Education ◽  
Information Technology ◽  
Online Learning ◽  
Distance Learning ◽  
Information And Communication Technologies ◽  
Industrial Revolution ◽  
Learning Experience ◽  
Modern Human ◽  
Educational Environment ◽  
Teaching Staff

It is highlighted in the study that digital transformations of the fourth industrial revolution are changing the modern human world, encouraging a person to acquire new competencies and become a qualified specialist in the digital economy. In connection with the progressive scientific and technical development, the institute of higher education is being transformed; new previously unknown approaches to the organization of higher education appear. One of such approaches is the introduction of online learning in higher education. The authors refer to the experience of 2020, when, during the pandemic of the new coronavirus infection, the whole world began to actively transfer work processes to a remote format, which also affected the institute of education. Universities around the world introduced distance learning using information technology, which helped students and faculty communicate at a distance. Based on the analysis, the following conclusions were drawn: digitalization of higher education in Russian universities is currently associated with the use of information and communication technologies in the educational environment and to a lesser extent with the use of electronic educational environment in the indirect interaction of students and teaching staff. In our opinion, it is necessary for the digitalization process to be consistent and not to be reduced to full distance learning, but to competently integrate information technology into the traditional learning process.

scholarly journals Validating and Testing Learning Transfer System Inventory (LTSI) in a Developing Country Context: A Case of Pakistan’s Service Sector

2021 ◽  
Vol 3 (1) ◽  
pp. 41-50
Author(s):  
ZEESHAN HUSSAIN ◽  
MUHAMMAD NAUMAN HABIB ◽  
ZUNNOORAIN KHAN ◽  
SAQIB SHAHZAD
Keyword(s):  
Service Sector ◽  
Learning Transfer ◽  
Outcome Expectation ◽  
Transfer System ◽  
Learning Transfer System Inventory ◽  
Government Organizations ◽  
Performance Expectation ◽  
Performance Coaching ◽  
And Performance ◽  
The Impact

Learning Transfer System Inventory (LTSI) is a tool used to measure the impact of various factors on learning outcomes. The objective of the study was to understand the problems faced by Pakistan service sector employees and finally to evaluate the impact of motivation scale, environment scale and trainee ability scale on outcome scale.Questionnaire of Learning Transfer System Inventory adopted from Holton, Bates and Ruona (2000) was used.569 questionnaires were administered to the employees of Peshawar service sector including employees of banks, non-government organizations, education and health sectors, out of which 415 were completed with a response rate of 73%.Correlation analysis shows that value of R is 0.969 that means there is 96.9% correlation in variables that are considered in model. The value of R Square is 0.939. In Service Sector, Supervisor Sanction Variable, Performance Outcome Expectation Variable and Performance Coaching Variable are insignificant and do not bring change in our dependent variable Outcome. Standardized Coefficients show that Personal Capacity for Transfer Variable, Peer Support Variable, Supervisor Support Variable and Transfer Effort Performance Expectation Variable having higher Standardized Coefficients betas, that means those variables bring greater change in dependent variable Outcome.

The mediating effects of student satisfaction on technostress–performance expectancy relationship in university students

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nurul Nadia Abd Aziz ◽  
Mohd Amar Aziz ◽  
Noor Amira Syazwani Abd Rahman
Keyword(s):  
Online Learning ◽  
Academic Performance ◽  
Student Satisfaction ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Mediating Effects ◽  
Content Type ◽  
Performance Expectancy ◽  
And Performance

PurposeThis study aimed to explore the technostress effects on the students' expectancy in their academic performance. Three main factors were used as predictors, namely techno-complexity (TC), techno-insecurity (TIS) and techno-overload (TO), to measure the students' performance expectancy via the mediating effects of student satisfaction (SS).Design/methodology/approachA total of 234 survey-based online questionnaires were filled by students from Universiti Teknologi Mara (UiTM). Based on the data, the hypothetical model was tested statistically using the Partial Least Square–Structural Equation Modelling (PLS-SEM), specifically the Smart Partial Least Square (SmartPLS) version 3.3.2.FindingsThe results indicated that SS mediated the relationship between TC, TIS and performance expectancy. Nevertheless, the two predictors (TC and TIS) negatively affected SS, whereas SS positively affected the performance expectancy. The findings further revealed that reducing TC and TIS could increase SS and their expectancy to achieve better academic performance.Practical implicationsThis study proposed that higher learning institutions provide an innovative and user-friendly platform for the online learning environment. Consequently, this improvement could increase SS with the online learning experience and motivate them to expect better academic achievement.Originality/valueThis study also contributed to the existing literature by building and testing a technostress model and articulating the inter-relations between SS and performance expectancy.

scholarly journals Trust, Perceived Benefit, and Purchase Intention in C2C E-Commerce

2020 ◽  
Vol 28 (1) ◽  
pp. 121-141
Author(s):  
Shukuan Zhao ◽  
Yiwen Fang ◽  
Weiyong Zhang ◽  
Hong Jiang
Keyword(s):  
Structural Equation Modeling ◽  
Theoretical Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Research Question ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Theoretical Understanding ◽  
Perceived Benefit ◽  
The Relationship

It is a class research question about how trust and perceived benefit affect consumers' purchase intentions. This research examines the relationship in a very different context: consumer-to-consumer (C2C) e-commerce in China. Specifically, this research empirically assesses the differences in effect size due to the change of context. First, a theoretical model linking trust, perceived benefit, and their antecedents to purchase intention is developed upon the literature. Then the model is evaluated using empirical data collected at Taobao, the largest C2C e-commerce website in China. Partial least squares based structural equation modeling (PLS-SEM) results strongly support the model and research hypotheses. A developing country context can indeed affect the strength of effect. These results contribute to the literature in that they provide new insights toward a more in-depth theoretical understanding. Meanwhile, they can also provide useful guidance for managers.

An empirical study on the online learning experience of MOOCs: Indian students’ perspective

2019 ◽  
Vol 34 (3) ◽  
pp. 586-609
Author(s):  
Rajasshrie Pillai ◽  
Brijesh Sivathanu
Keyword(s):  
Online Learning ◽  
Social Presence ◽  
Structural Equation ◽  
Learning Experience ◽  
Contextual Factors ◽  
Cross Sectional Study ◽  
Primary Data ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Content Type

Purpose The purpose of this paper is to investigate the online learning experience (LE) of massive open online courses (MOOCs) among the students in India using the lens of community of inquiry (CoI) model and two additional contextual factors. Design/methodology/approach The study conducted a survey using a structured questionnaire among the undergraduate and postgraduate students to examine the LE of MOOCs using the CoI framework and contextual variables – technical barrier (TB) and hedonic motivation (HD). The primary data were analyzed with the partial least squares structural equation modeling technique. Findings The results show that teaching presence (TP) influences cognitive presence (CP) and social presence (SP). SP influences CP. It is also found that TP, SP and CP influence the LE of MOOCs. It is found that TB negatively influences LE but is not significant and HD significantly influences LE positively for MOOCs. Research limitations/implications This study has a few limitations as it is a cross-sectional study in India, which surveyed undergraduate and postgraduate MOOCs learners, and caution needs to be taken while generalizing the outcomes. Further studies can be conducted across other countries considering demographic factors like age, gender, income groups, education and profession. Practical implications This research highlights the antecedents influencing the LE of MOOC learners using the CoI framework which will help the MOOC designers and marketers to apprehend the factors influencing LE. The results of this research will help them formulate suitable strategies in the design and delivery of MOOCs to improve the LE of learners. Originality/value This unique research investigates and empirically validates the CoI framework to understand LE of MOOC learners in India. This research extends the CoI framework by adding contextual factors – TB and HD in the context of a developing country.

scholarly journals Student Satisfaction with Online Learning during the COVID-19 Pandemic: A Study at State Universities in Sri Lanka

2021 ◽  
Vol 13 (21) ◽  
pp. 11749
Author(s):  
Sujeewa Hettiarachchi ◽  
BWR Damayanthi ◽  
Shirantha Heenkenda ◽  
DMSLB Dissanayake ◽  
Manjula Ranagalage ◽  
...  
Keyword(s):  
Online Learning ◽  
Student Satisfaction ◽  
Structural Equation ◽  
Learning Experience ◽  
Equation Modeling ◽  
Sri Lankan ◽  
Learner Motivation ◽  
Self Regulated Learning ◽  
E Learning ◽  
Students Satisfaction

This quantitative study investigated the determinants of students’ satisfaction with their online learning experience at Sri Lankan universities during the COVID-19 pandemic. The data was collected from 1376 undergraduates enrolled in various courses in humanities and social sciences at three state-owned universities in the country. The results of the Structural Equation Modeling (SEM) revealed that the independent variables of the model, namely perceived learner motivation, perceived challenges of e-learning, and interaction significantly affected students’ satisfaction with their new online learning experience. Out of the three variables, learner motivation exerted the strongest effect on students’ satisfaction, implying the crucial role self-regulated learning—characterized by motivation—plays in online learning environments. The study has several implications for both creating and ensuring the long-term sustainability of productive and student-friendly online learning spaces in higher education.

scholarly journals The Determinants of Panic Buying during COVID-19

2021 ◽  
Vol 18 (6) ◽  
pp. 3247
Author(s):  
Grace Chua ◽  
Kum Fai Yuen ◽  
Xueqin Wang ◽  
Yiik Diew Wong
Keyword(s):  
Health Belief Model ◽  
Structural Equation ◽  
Online Survey ◽  
Health Belief ◽  
Outcome Expectation ◽  
Equation Modeling ◽  
Theoretical Understanding ◽  
Health Crisis ◽  
Belief Model ◽  
The Health Belief Model

The COVID-19 pandemic has seen an unmatched level of panic buying globally, a type of herd behavior whereby consumers buy an uncommonly huge amount of products because of a perception of scarcity. Drawing on the health belief model, perceived scarcity, and anticipated regret theories, this paper formulated a theoretical model that linked the determinants of panic buying and analyzed their interrelationships. Subsequently, data were collated from 508 consumers through an online survey questionnaire in Singapore that was conducted during the early stage of the pandemic, before the onset of the circuit breaker in April 2020. Next, an analysis of the results was done through structural equation modeling. It showed that the effect of the health belief model dimensions (i.e., perceived susceptibility, perceived severity, outcome expectation, cues to action, and self-efficacy) on panic buying is partially mediated by the consumers’ perceived scarcity of products. Furthermore, the effect of perceived scarcity on panic buying is partially mediated by consumers’ anticipation of regret. This paper expands on the current theoretical understanding of panic buying behavior, giving insights into the possible measures and solutions that policymakers and relevant stakeholders can uptake to manage panic buying in future a pandemic or health crisis.

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