A Study of Consumer Behavior towards Online Education

Abstract

Research objectives: To investigate the interaction between consumer perceptions, motivational factors, barriers, and their effect on satisfaction and post-purchase behavior - in online education setting. Through Exploratory Factor Analysis (EFA), major dimensions of consumer perceptions were assessed (Cost-Effectiveness, Accessibility and Convenience, Learning Experience and Quality and Credibility), with a Kaiser-Meyer-Olkin (KMO) of 0.872 and Total Variance Explained (TVE) 77.96%. The study results also demonstrate the critical role of affordability (and#946; = 0.628) and accessibility (and#946; = 0.384) in forming consumer perceptions. The reliability using Cronbach s alpha (0.916) indicated a high level of internal consistency. newlineIt turned out, that analysis of motivational factors identified four major motivators of retention: career progression, the amount of programs/courses, continuous professional development, and work-life balance. These factors had a KMO value of 0.900 and TVE of 81.42%, where the most significant predictor of consumer satisfaction was Variety of Programs and Courses (and#946; = 0.588), whereas the strongest determinant of post-purchase behavior was Lifelong Learning and Continuous Education (and#946; = 0.529). The reliability for the motivational factor was 0.927, proving internal consistencies. newline newline