Analysis of consumer behaviour in e-purchasing online courses post COVID-19 Online publication date: Wed, 31-May-2023
by Neha Anand; Kavita Indapurkar; Anuradha Jain
International Journal of Pluralism and Economics Education (IJPEE), Vol. 13, No. 4, 2022
Abstract: E-commerce saw a booming trend during the COVID-19 pandemic when physical businesses were locked down. This paper investigates how this trend has affected the education sector in terms of online courses. The paper aims at discussing the factors that affect the decision of working and non-working individuals with bachelor's and master's degree to purchase online courses and then use the knowledge of those factors, to help producers and distributors to build business strategies for selling these online courses. A principal component analysis was conducted on the actions that affect a working professional and non-working individuals' decision to purchase online courses. Furthermore, multiple regression analyses revealed that the goodwill of the institutes that provide these online courses and the attitude of consumers have a preponderant effect on the decision of consumer's, i.e., working professionals and non-working individuals to buy online courses.
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