Key factors influencing Thai consumers on their purchasing decision of online courses.

Abstract

The research question for this study is: What factors influence Thai consumers on their purchasing decision of online courses? Methodology: This research uses the quantitative method in the form of an online survey through Google Form. The data is analyzed using graphs, charts and regression analysis using IBM SPSS. Findings: There seems to be a strong demand for privately-branded courses as well as courses from traditional institutions. Participants who took online courses in the past are mostly satisfied and would likely recommend the courses they took. A good majority of those who never took online courses before are, at least, open to the idea. Limitations: The small sample size and the convenience sampling strategy may limit the ability to generalize the findings from this study to the entire population of Thailand.