Research on Consumer Preferences in Online Courses

In recent years, the online education market has been developing rapidly in China, and there are some problems in the process of development. From the perspective of platform operators and curriculum developers, this paper studies how consumers will choose preferences when facing different attributes of online courses. The author obtained the first-hand data based on the questionnaire, it shows that the validity and reliability test are significantly according to the empirical analysis, further, it is concluded that the consumer preference for online courses using conjoint analysis, to predict consumers of a certain product attributes and attribute level of effectiveness evaluation, according to the different products similar to the utility value preference prediction of the size of the market, and give some research conclusions and discussions for future research directions of scholars.