Title:
Study on the Factors Influencing the Brand Image of DUIA Online Education on Consumers’ Purchase Intention
Author: Duan Yali
Advisor: Dr. Zhang Li
Degree:
Master of Business Administration
Major:
Education Management
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
The 7th STIU International Conference “Leadership & Social Sustainability in the Tech-Driven Era” on 19-21 August 2023 SECTION-1 (pp.40-52) conference proceedings PDF
Abstract
With the growth of the Internet, virtual cyberspace has altered not only how people shop, socialize, and amuse themselves but has also introduced new ways for people to learn. Users can learn at any time, anywhere with online education. However, due to brand homogeneity and a lackluster brand image, much of the online education business is suffering from the market’s rapid rise. This study uses quantitative research methods to investigate the variables and their mechanisms that affect the brand image on customers’ purchase intention in an effort to aid online education in solving this issue.
First, this paper takes DUIA online education as the object of study. There are four objectives: 1) To analysis the influence of product image, corporate image, and user image in brand image on consumers’ willingness to purchase products of online education institutions, 2) To determine the role of brand image on perceived value, 3)To determine the role of perceived value in influencing purchase intention, 4)To determine the mediating role of perceived value in brand image and purchase intention. Secondly, based on the SOR theory and supported by the cue utilization theory and perceived value theory, we constructed an empirical research model of the factors influencing consumers’ purchase intention of DUIA online education and put forward the research hypothesis of this paper. Drawing on the research results of foreign scholars and combining with the actual characteristics of DUIA online education, a questionnaire on the influence of DUIA online education brand image on consumers’ purchase intention was designed, 403 samples of data were collected through online questionnaire distribution, and empirical analysis.
This study found that: 1) product image, user image and corporate image in online education brand image have a significant positive effect on consumer purchase intention, 2) brand image in online education has a positive effect on perceived value, 3) perceived value also has a significant positive effect on purchase intention, 4) perceived value plays a partly mediating role in brand image and purchase intention. It shows that DUIA online education should pay attention to the construction of product features, enterprise’s overall image, and user’s image, and promote consumers’ willingness to purchase DUIA online education by improving consumers’ value perception, and ultimately improve the competitiveness of DUIA online education.
Keywords: online education, brand image, perceived value, purchase intention.
Study on the Factors Influencing the Brand Image of DUIA Online Education on Consumers’ Purchase Intention
6417195406 Duan Yali 2566 (2023) Advisor: Dr. Zhang Li, Study on the Factors Influencing the Brand Image of DUIA Online Education on Consumers’ Purchase Intention สารนิพนธ์ (Independent Study), ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Education Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,Education Management