The Factors Influencing Chinese Parents’ Online Course Purchase Intention

Abstract

This study investigates the factors influencing parental purchase intentions regarding online courses for their children in China. Through quantitative analysis involving 410 participants, we found that performance expectations, effort expectations, social influence, and facilitating conditions significantly influence parental purchase intentions. The findings underscore the importance of considering these factors in designing and promoting online education products tailored to the needs of children and their parents. Ultimately, understanding these factors can contribute to enhancing the quality and accessibility of online education, ensuring equitable access to educational resources, and providing enriching learning experiences for a broader audience. These factors explained parental purchase intentions at 74.8 percent (Adjusted R² = 0.748), which facilitating conditions was most significant influenced parental purchase intentions at 28.1 percent (Beta=0.281).