Zhang Jingjing, She Long, Wang Dongyuan, Shafiq Ali
Faculty of Business and Law, Taylor's University, Subang Jaya, Malaysia.
Faculty of Business, Design and Arts, Swinburne University of Technology, Kuching, Malaysia.
Front Psychol. 2022 Jun 13;13:849627. doi: 10.3389/fpsyg.2022.849627. eCollection 2022.
With the development of internet technology, e-learning has become an essential part of the modern education system. However, the e-learning market faces enormous competition. Consumers' continuance purchase intention has become a vital factor in the success of e-learning courses. Thus, factors that influence consumers' continuance purchase intention should be examined in the e-learning market. However, little research has focused on identifying the continuance purchase intention of an e-learning course. Based on the information system continuity model ISC), this paper develops a research model to investigate the factors influencing satisfaction and continuance purchase intention in e-learning. A cross-sectional, questionnaire-based research design was used in this study. We collected data from consumers who had enrolled in paid online Python courses. In total, 508 paid online Python course users completed the online survey. SmartPLS software was used for data analysis. The results demonstrated that perceived course quality, service quality, convenience, and usefulness significantly affect consumers' satisfaction with the experience course. Moreover, the findings show that satisfaction, self-efficacy, and e-word of mouth (e-WOM) determine the consumers' continuance purchase intention of the reminder course. This study also found that satisfaction mediates the effects of experience courses on consumers' continuance purchase intention of the online Python course. The implications for theory and practice and future research directions are discussed.
随着互联网技术的发展，电子学习已成为现代教育体系的重要组成部分。然而，电子学习市场面临着巨大的竞争。消费者的持续购买意愿已成为电子学习课程成功的关键因素。因此，在电子学习市场中应考察影响消费者持续购买意愿的因素。然而，很少有研究专注于识别电子学习课程的持续购买意愿。基于信息系统持续模型（ISC），本文构建了一个研究模型，以探究影响电子学习中满意度和持续购买意愿的因素。本研究采用了基于问卷调查的横截面研究设计。我们从注册了付费在线Python课程的消费者那里收集数据。总共508名付费在线Python课程用户完成了在线调查。使用SmartPLS软件进行数据分析。结果表明，感知课程质量、服务质量、便利性和有用性显著影响消费者对体验课程的满意度。此外，研究结果表明，满意度、自我效能感和电子口碑（e-WOM）决定了消费者对提醒课程的持续购买意愿。本研究还发现，满意度在体验课程对消费者在线Python课程持续购买意愿的影响中起中介作用。文中讨论了本研究对理论与实践的启示以及未来的研究方向。
