Driving online course sales by leveraging teacher information

IF 3.9 4区 管理学 Q2 BUSINESS
Yan Shi, Baiqing Sun, Ou Li, Chunhong Li
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引用次数: 0

Abstract

Purpose

Online learning is increasingly popular, and educational platforms provide a wealth of courses. Improving course sales is the key to promoting sustainable development of online course platforms. However, limited research has explored the marketing of online courses. We study how to drive online course sales by leveraging teacher information.

Design/methodology/approach

We performed an empirical study. We collected data through a crawler and image recognition from Tencent classroom.

Findings

Our results show that providing teacher information and profile images helps promote online course sales. However, detailed course descriptions weaken the positive impact of teachers' profile images on online course sales. Furthermore, our study shows an inverted U-shaped relationship between the intensity of smiling in teacher profile photos and online course sales, and teacher descriptions negatively moderate this relationship.

Research limitations/implications

Our study contributes to the research on online course sales and extends the context of the research on smiling as well as the studies of visual and textual information.

Practical implications

The results have practical implications for online course sellers and platforms.

Originality/value

Existing scholarly efforts have explored online courses mainly from an education perspective. More research is needed to advance the understanding of online course sales. Our study advances research in the marketing of online courses.

利用教师信息促进在线课程销售
目的在线学习日益普及,教育平台提供了丰富的课程。提高课程销售额是促进在线课程平台可持续发展的关键。然而,有关在线课程营销的研究却十分有限。我们研究了如何利用教师信息推动在线课程销售。结果我们的研究结果表明,提供教师信息和个人资料图片有助于促进在线课程的销售。然而,详细的课程描述削弱了教师个人形象对在线课程销售的积极影响。研究局限/意义我们的研究为在线课程销售研究做出了贡献,并扩展了有关微笑以及视觉和文字信息研究的范围。要加深对在线课程销售的理解,还需要更多的研究。我们的研究推动了在线课程营销方面的研究。
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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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