Jiang Songyu, Jotikasthira Nuttapong, Pu Ruihui
Rajamangala University of Technology Rattanakosin, Salaya, Thailand.
Faculty of Economics, Srinakharinwirot University, Bangkok, Thailand.
Front Psychol. 2022 Apr 7;13:865149. doi: 10.3389/fpsyg.2022.865149. eCollection 2022.
The prosperous development of online education in the digital age harvested countless consumers. Education for sustainable development is an important proposition for both academic community and practitioner, however, current little studies have shed light on Sustainable Consumption Behavior in online education industry (SCBOEI). The Consumer Value Theory and Social Identity Theory as theoretical basis linked with the field of Sustainable Consumption Behavior. This study is to further investigate the role of consumer value and social identity in the relation to Sustainable Consumption Behavior. Putting forward suggestions from this study to online education providers toward sustainable development.
Data on the impact of personal value on SCBOEI through a survey method with 552 valid students as respondents are collected from higher education institutions in China. A structural equation modeling approach is employed in this study for data analysis.
The result shows at the level of excellent model fit as indicated by all indicators: /DF = 1.053 (<3), RMSEA = 0.010 (<0.08), CFI = 0.991, GFI = 0.971, TLI = 0.989, AGF = 0.961 (>0.9). The results showed that, through social identity, functional value (indirect effect = 0086, < 0.001), emotional value (indirect effect = 0061, < 0.001), and social value (indirect effect = 0.073, < 0.001) influence the variance of SCBOEI. The finding reveals that both theories can explain the SCBOEI of higher education students by showing that functional, social, and emotional values as well as social identity are powerful predictors of the Sustainable Consumption Behavior. The proposed model highlights the mediating role of social identity between SCBOEI and the three values. The functional, emotional, and social values influence SCBOEI directly and through social identity.
The study significantly contributes to market promotion, college students, education planning, and teaching. Online education market personnel and college students can better understand the significance of sustainable development aspect of online education. Teaching and learning activities help lead students to SCBOEI by shaping their values and identities while paying more attention to quality education, knowledge sharing, and social equality.
数字时代在线教育的蓬勃发展收获了无数消费者。可持续发展教育是学术界和从业者的重要命题，然而，目前很少有研究揭示在线教育行业中的可持续消费行为（SCBOEI）。消费者价值理论和社会认同理论作为与可持续消费行为领域相关的理论基础。本研究旨在进一步探讨消费者价值和社会认同在与可持续消费行为关系中的作用。基于本研究结果向在线教育提供者提出可持续发展的建议。
通过对中国高等院校552名有效学生进行调查的方法，收集个人价值对SCBOEI影响的数据。本研究采用结构方程建模方法进行数据分析。
结果显示所有指标表明模型拟合良好：/DF = 1.053（<3），RMSEA = 0.010（<0.08），CFI = 0.991，GFI = 0.971，TLI = 0.989，AGF = 0.961（>0.9）。结果表明，通过社会认同，功能价值（间接效应=0.086，<0.001）、情感价值（间接效应=0.061，<0.001）和社会价值（间接效应=0.073，<0.001）影响SCBOEI的方差。研究结果表明，这两种理论都可以解释高等教育学生的SCBOEI，表明功能、社会和情感价值以及社会认同是可持续消费行为的有力预测因素。所提出的模型突出了社会认同在SCBOEI和这三种价值之间的中介作用。功能、情感和社会价值直接并通过社会认同影响SCBOEI。
该研究对市场推广、大学生、教育规划和教学有显著贡献。在线教育市场人员和大学生可以更好地理解在线教育可持续发展方面的意义。教学活动有助于通过塑造学生的价值观和身份，同时更加关注素质教育、知识共享和社会平等，引导学生走向SCBOEI。
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