Examinando o comportamento do consumidor na intenção de continuar cursando inglês online

Abstract

The objective of this study is to analyze, from the consumer's perspective, how subjective norms, self-efficacy, price awareness, technology adoption, educational quality, information quality, attitude, and intention affect individuals' behavior in continuing to pursue online English courses. For this purpose, a quantitative-descriptive survey was conducted with 251 individuals currently enrolled in online English courses. The hypotheses tested suggested that these factors would have a positive impact on students' intentions to continue their studies. The results confirmed that self-efficacy increases the perceived usefulness and ease of use of online courses. Additionally, price awareness was associated with higher content and information quality, and educational quality improved students' attitudes towards the course. Perceived utility also reinforced this positive attitude, which in turn strengthened the intention to continue studying English online. The study recommends that future research adopt a larger and more uniform sample, consisting exclusively of individuals who are, at a minimum, enrolled in higher education.