Assessment of Willingness to Pay and Assessment of The Value of Additional Features in Purchasing Online Learning Courses

Abstract

Abstract

The objective of this research was to: 1) Assess the willingness to pay for purchasing an online course titled Fundamentals of Finance and Investment. 2) Evaluate the willingness to pay for additional features, including enrollment in reputable government educational institutions, certification, and credit accumulation for degree transfer. The conceptual framework is based on Theories of Asymmetric Information, Expectancy Theory, Utility Theory, Conjoint Analysis Concept, and the Concept of Willingness to Pay. The findings of this research can provide insights into the trends in the desire for learning and the development of a lifelong learning society.

This research is a quantitative study that employs data collection. The sampling method utilized is quota sampling from the general population who have previously participated in online courses, resulting in a total sample size of 466 individuals. The participants are categorized into three age groups: Generation Z, Generation Y, Generation X and Baby Boomers. The data is analyzed using panel logit models.

The research findings reveal that: 1) The willingness to pay for purchasing an online course titled Fundamentals of Finance and Investment had an average starting price of 2,137 Baht. 2) The willingness to pay for additional features, such as studying at reputable government educational institutions, was valued at 766 Baht, accounting for 35.84% of the total. Certification was valued at 811 Baht, accounting for 37.95%, and credit accumulation for degree transfer was valued at 253 Baht, accounting for 11.84%.