Motivational and Attitudinal Predictors of Interest in and Intention of Enrolling in Online Masters

Abstract

This research applies consumer behavior concepts to study customer beliefs about on-line education. It examines six factors that influence intention to enroll in a University on-line masters– program, factors that can encourage or discourage intention. Data come from a survey of a representative panel of Spanish Internet users and are analyzed by a structural equation technique. Three components of the respondents– beliefs about online Masters Degrees were identified. The first reflects the difference in concerns between online and face-to-face Masters Degrees, the second component measures mistrust and the third relate to attrition concerns in pursuing online Masters Degrees. Results should help to design, manage, and promote online masters– programs. While we focus on on-line masters programs, our conclusions are transferable to other on-line courses.