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Study on Users’ Purchase Intentions for Online Courses

Chuyun Shao, Chen Hou


The purpose of this paper is to explore the infl uencing factors of users’ purchase intentions for online courses, and to
examine the eff ects of perceived value(PV) on users’ purchase intentions. This will help to better understand the purchase behaviour of
users in virtual communities and help online course creators and online courses platforms to understand their users’ needs and improve their
services as a result. It will also help to provide references for improving knowledge service quality and optimizing resource allocation. A
quantitative questionnaire survey (involving 155 participants) are used in this paper. Results show that the perceived value is a signifi cant
factor in predicting the purchase intentions.


purchase intentions, perceived value, online courses

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DOI: http://dx.doi.org/10.18686/modern-management-forum.v7i5.8633