Comparison of suppliers and consumers’ choice factors in the online education market

Hyuck Jin Lee

Applied Economics, 2024, vol. 56, issue 21, 2585-2598

Abstract: This study compares choice factors between online education suppliers and consumers. While research on online education’s effectiveness in public institutions is extensive, there is a scarcity of studies comparing choice factors in the online education market. To bridge this gap, a survey was conducted among paid online learners to understand their intentions, preferred areas of study, and engagement levels. Data were analysed using SPSS 25.0, including frequency analysis, validity assessments, and multiple regression analysis to examine relationships between choice factors and satisfaction. Supplier choice factors included education costs and location, while consumer choice factors encompassed instructor expertise, content quality, and education effectiveness. This study’s results offer valuable insights into the online education market, highlighting distinct priorities for suppliers and consumers. This research contributes to a better understanding of the online education landscape, providing critical insights for suppliers and policymakers to tailor offerings, improve quality, and optimize online education’s effectiveness. Acknowledging consumer preferences and continuously enhancing services are crucial in meeting learners’ evolving needs in this dynamic sector.

Date: 2024
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DOI: 10.1080/00036846.2023.2288047

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