英文摘要 |
Following the technological evolution and the flourishing of the digital content industry, online teaching has become a crucial learning method for people. Online teaching enables people to learn online anywhere and anytime, and it is a daily learning model applicable to all people. Studies have reported that courses can be personalized to accommodate consumers’needs, and personalized services can be offered to accurately understand consumer expectations of the course content. Social media marketing should be used to enhance effectiveness of the promotion, thereby raising consumers’purchase intentions. The purpose of this research is to understand how users of online education platforms feel about personalized services through questionnaire surveys, and how they can influence purchase intentions through social media marketing. Therefore, this research aims to explore the impact of online teaching platform personalization services and social media marketing on purchase intentions. A total of 300 questionnaires were administered and 249 valid questionnaires were returned, for a valid response rate of 83%. The empirical results are as follows: (1) Personalized services will positively affect consumers' purchase intentions; (2) Social media marketing will positively affect consumers' purchase intentions; (3) Social media marketing will enhance the positive relationship between personalized services and purchase intentions. According to these results, managerial implications and suggestions for future studies were proposed. |