Covid19的突然出現對於教育帶來了深遠的影響，首先是封城以及社交距離等政策，造成課堂必須被迫從實體教室轉移到線上進行，逐漸的我們開始習慣於線上的學習模式。除了學生外，大眾也因為政府政策，開始從網路上尋求學習資源，而使得大規模開放線上課程的註冊人數大爆發。然而，過去的研究多聚焦在學生線上課程學習成果及學習行為，證實了許多因素會影響學生對課程的喜好程度以及輟學的可能性。但從過去的研究我們仍無從得學生在開放線上課程平台的購買決策會受到那些因素的影響。故本研究以「使用者生成內容」、「商家生成內容」以及「預期結果」三個面向探討消費者的資訊收集及替代品評估對購買決策的影響。

本研究歷經了兩個月的時間，從Udemy線上課程平台上蒐集了77,552門課程的網頁資訊內容，再從Indeed薪資平台上蒐集了40,414筆職缺資訊，用來建構分類模型預測消費者的預期結果。接著以文字探勘的方式萃取出文字特徵，再使用Python建構出階層線性回歸模型以及普通最小平方法模型分析所提出之假設模型。研究結果發現在「預期結果」中，預期薪資與課程註冊增加數呈現顯著正相關。在「商家生成內容」中，課程數量及測驗數量與課程註冊增加數呈現顯著正相關；而課程時數、原始價格、特價價格、課程介紹文字長度及課程介紹文字可讀性與課程註冊增加數呈現顯著負相關。在「使用者生成內容」中，評價數量及評論文字的正面情緒與課程註冊增加數呈現顯著正相關；而評論文字長度與課程註冊增加數呈現顯著負相關。故本研究建議開課平台及教師應該將每堂課程時間縮短，並提高取得證書的難度以及鼓勵學生建立高品質的正面文字評論。

The sudden emergence of Covid19 has had a profound impact on education, starting with the lockdown and social distance policies, which forced classes to move from physical classrooms to online, and gradually we became accustomed to online learning. In addition, the public also started to seek learning resources through the internet, which led to a massive explosion in the number of registrants for MOOCs. However, past research has mostly focused on students’ online learning outcomes and behaviors and has confirmed that many factors affect the course preference and the possibility of dropping out. We still have no idea what factors might influence students’ purchase decisions in MOOCs through the previous research. Therefore, this study explores the impact of consumer information search and evaluation of alternatives on purchase decisions by “User-generated content,” “Marketer generated content,” and “Outcome expectation.”

In this study, we took two months to collect 77,552 courses’ web content from Udemy. Moreover, we gathered 40,414 job vacancies from Indeed in order to construct a classification model to predict consumers’ expectations. The textual features were extracted by text mining, and the hypothesis model was analyzed by using Python to construct HLM and OLS statistics models. The results revealed that in “Outcome expectation,” the expected salary showed a significantly positive correlation with course enrollment. In “Marketer-generated content,” the number of courses and tests were significantly and positively correlated with the course enrollment, while the number of course hours, original price, special price, course description length, and readability were significantly and negatively correlated with the course enrollment. In terms of “User-generated content,” the number of reviews, and review text positivity were significantly and positively correlated with the course enrollment, while the length of review text was significantly and negatively correlated with the increase in course enrollment. Therefore, this study suggests that course providers and lecturers should shorten the duration of each lecture, increase the difficulty of obtaining certificates, and encourage students to create high-quality positive comments.

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