Title: Do customers still buy online services? Comparing the purchase intention towards online paid courses in the COVID-19 era with the short and long-term periods after COVID-19

Authors: Halimberdy Gharajeh

Addresses: Department of Management, Islamic Azad University, Iran

Abstract: COVID-19 changed many aspects of our lives, one of which has been the use of online educational services. Currently, we are gradually recovering from the COVID-19; however, the question whether people still want to purchase online paid courses (OPCs) or not is still relevant. Therefore, this study aims to compare the purchase intention concerning OPCs in the COVID-19 era with the short and long-term periods after the pandemic. Five hundred ninety-seven students from northern Iran's universities completed a survey during April and June 2022. The answers were analysed with the help of the paired-samples T test method. The results demonstrated that there was no significant difference in the era and short-term period after COVID-19, however, there has been witnessed a considerable decrease in such intentions during the long-time period.

Keywords: purchase intention; online paid courses; OPCs; customer behaviour; post COVID-19; paired-samples T test.

DOI: 10.1504/IJBFMI.2024.135724

International Journal of Business Forecasting and Marketing Intelligence, 2024 Vol.9 No.1, pp.121 - 132

Received: 04 Nov 2022
Accepted: 26 Mar 2023
Published online: 03 Jan 2024 *

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