Factors affecting online language course purchase intention
Keywords:
Online language Course Purchase Intention, Technology Acceptance Model, Electronic Word of Mouth, Social Media AdvertisingAbstract
According to the advancement of the Internet and technologies, online language course business is constantly growing across the world presently. Furthermore, this business also has numerous opportunities to gain enormous profits in the business context. Nevertheless, enhancing this business has a few barricades because the knowledge that can be applied to escalate this business is still lacking. Moreover, factors that can affect online language purchase intention have almost never been identified before. Therefore, this study aims to identify factors that can affect online language course purchase intention and enhance online language course purchase intention simultaneously. The theoretical model has been developed based on four important theories, which are the online purchase intention theory, the technology acceptance model (TAM), the electronic word of mouth (eWOM) theory, and the social media advertising theory. This study applied the quantitative method to find out the research results and used research questionnaires to gather data from 424 participants from various sources. The research results illustrated that perceived usefulness and perceived ease of use have positive effects on online language course purchase intention through attitudes toward online language courses. Meanwhile, interactivity and perceived relevance have positive effects on online language course purchase intention through customer expectancy. Moreover, electronic word of mouth (eWOM) also has moderate positive effects on online language course purchase intention.
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