市场营销-大学生在线教育课程购买行为影响因素研究—以广东药科大学中山校区为例论文.docx

大学生在线教育课程购买行为影响因素研究——以广东药科大学中山校区为例 【摘要】 近年来，互联网技术不断提高以及移动终端设备的普及，在线教育得到快速发展。而90后和00后群体，他们出生于互联网时代，能娴熟的运用互联网来查询、学习、购买自己所需的东西，在线教育这一种学习方式也逐渐被他们接受和认可，尤其是当代大学生。他们是一个庞大而又特殊的群体，有独立的思维判断能力，渴望新知识，且需求差异性大，在线教育的出现和发展迎合了大学生的学习需求。随着在线教育平台的推广，越来越多的大学生开始通过在线教育平台进行学习。本篇论文将围绕大学生在线教育课程购买行为影响因素展开讨论和分析。 本文通过文献研究、问卷调查的方式，分析大学生在线教育课程购买行为，了解大学生对在线教育课程的态度以及在购买过程中重点考虑的因素，并为其提供建议。因此，本次的研究对于在线教育的发展有一定的意义。 【关键字】大学生，在线教育，课程购买 Research on the influencing factors of online education course purchase behavior of College Students ——Taking Guangdong Pharmaceutical University Zhongshan campus as an example [Abstract] In recent years, with the continuous improvement of Internet technology and the popularization of mobile terminal equipment, online education has developed rapidly. The post-90s and post-00s, born in the age of the Internet, can skillfully use the Internet to query, learn and buy what they need. Online education, a learning method, has gradually been accepted and recognized by them, especially the contemporary college students. They are a large and special group, with independent thinking and judgment ability, eager for new knowledge, and have great differences in needs. The emergence and development of online education meet the learning needs of college students. With the promotion of online education platform, more and more college students begin to learn through online education. This article will discuss and analyze the factors that influence the purchase behavior of college students online education courses. Through literature research and questionnaire survey, this paper analyzes the purchase behavior of online education courses of college students, understands the attitude of college students to online education courses and the key factors in the purchase process, and provides suggestions for them. Therefore, this research has certain significance for the development of online education. [Keywords]: college students; online education; purchase behaviour 目 录 TOC \o 1-3 \h \z \u