Fatores determinantes para a decisão de compra de cursos on-line utilizando as mídias sociais

Abstract

The ease of communication and access to information provided by the advent of the internet had an impact on a higher number of commercial relationships on social media. This has influenced the consumer purchasing decision process, as well as demanded that associations that want to maintain sustainability and a future perspective have to adapt to this increasingly digital scenario. At the same time, due to the Covid-19 pandemic, the online education market has become an excellent alternative for companies and consumers in a context that requires social isolation. Therefore, this study aims to analyze the determining factors for the decision to purchase online courses, based on communication through social media, the influence of digital influencers, in addition to electronic word of mouth. The research was classified as a descriptive quantitative, with an applied nature, using the Survey method, performing the application of a questionnaire with a sample of 451 people. Data analysis was performed using the Partial Least Squares Software (PLS), with exploratory, confirmatory factor analysis and modeling of key equations. Among the main results obtained, it is noteworthy that both social media communication, digital influencers and electronic word of mouth directly impact the decision to purchase on-line courses. This study presents as a theoretical contribution the expansion of discussions about how the purchase decision process is influenced by social media. Complementarily, this study contributes to companies in general, especially those that operate in the segment of on-line courses, consequently impacting on the strengthening of the Brazilian education sector.