A study on the Influence of Language Training Courses on New Media Platforms on Students' Purchase Intention: From the Perspective of Planned Behavior Theory

Yihan Dong, Ruixi Wu, Yufei Wu, Yibo Yang

2025

Abstract

In the globalized social context, studying abroad becomes a significant path for students seeking academic and career advancement. The proliferation of new media platforms has facilitated access to information on language training for study abroad. Using the Theory of Planned Behavior (TPB), this study examines students' information seeking (IS) behaviors on new media platforms and their impact on attitudes towards purchasing language courses abroad via a questionnaire. It investigates how attitudes (ATT), subjective norms (SN), and perceived behavioral control (PBC) jointly have effect on students' purchase intention. The study concludes that IS on new media positively correlates with purchasing ATT, which further positively influence purchase willingness. SN and PB control also positively relate to purchase willingness. This research aids language training organizations in developing precise and effective strategies, enhancing student satisfaction and facilitating a more convenient and efficient course selection experience.

Paper Citation

in Harvard Style

Dong Y., Wu R., Wu Y. and Yang Y. (2025). A study on the Influence of Language Training Courses on New Media Platforms on Students' Purchase Intention: From the Perspective of Planned Behavior Theory. In Proceedings of the 1st International Conference on Innovative Education and Social Development - Volume 1: IESD; ISBN 978-989-758-779-5, SciTePress, pages 576-582. DOI: 10.5220/0014003600004912

in Bibtex Style

@conference{iesd25,
author={Yihan Dong and Ruixi Wu and Yufei Wu and Yibo Yang},
title={A study on the Influence of Language Training Courses on New Media Platforms on Students' Purchase Intention: From the Perspective of Planned Behavior Theory},
booktitle={Proceedings of the 1st International Conference on Innovative Education and Social Development - Volume 1: IESD},
year={2025},
pages={576-582},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014003600004912},
isbn={978-989-758-779-5},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Innovative Education and Social Development - Volume 1: IESD
TI - A study on the Influence of Language Training Courses on New Media Platforms on Students' Purchase Intention: From the Perspective of Planned Behavior Theory
SN - 978-989-758-779-5
AU - Dong Y.
AU - Wu R.
AU - Wu Y.
AU - Yang Y.
PY - 2025
SP - 576
EP - 582
DO - 10.5220/0014003600004912
PB - SciTePress