期刊名称：International Journal of Early Childhood Special Education
电子版ISSN：1308-5581
出版年度：2022
卷号：14
期号：4
页码：2716-2722
DOI：10.9756/INTJECSE/V14I4.371
语种：English
出版社：International Journal of Early Childhood Special Education
摘要：The research aims to study the impact of eWOM, Informational Influence (INI), and Normative Influence (NOI) on Online Course Enrollment Intention . Design/methodology/approach: Out of a sample size of 329 respondents, 260 filled responses were considered for the study. Responses were collected using a questionnaire. The data were analyzed using multiple regression and independent simplest-Test methods. Findings: The Multiple Regression analysis revealed that eWOM, INI, and NOI had a positive and substantial impact on online course enrollment intention. Among the predictors, eWOM had the most potent effect on the intent to enroll in online courses. The Independent sample t-test indicated that learners who read online reviews had a higher intention to enroll in online classes. Originality/value: The study outcomes give vital insights into the impact of eWOM, INI, and NOI on Online Course Enrollment Intention. Marketers consider their social media platform to be a critical component in reaching their target audience. Social media has become an essential element of digital marketing due to the growing number of online users who utilize it to receive and transmit their ideas, views, and suggestions. Traditional advertising had limitations in terms of placement and effect, but social media has removed this barrier. It has established a platform that allows information to circulate freely and quickly.
关键词：WOM and eWOM;Reference Group Influence;Social Media and SNSs;Online Learning and Online Course Enrollment;Informational Influence
