Regarding the advancement of the Internet and technologies in the last few decades, people have been using the Internet and technologies for various purposes such as working, communicating, searching for information, doing business, shopping, doing transactions, etc. Furthermore, using the Internet and technologies for education is more likely to grow up recently. It is penetrating many educational fields, especially online language learning. In Thailand, online language learning business has been growing continuously in the last few years. There are many opportunities in this business. Nevertheless, developing and enhancing this business is difficult to do because the understanding, knowledge, and information of online language learning businesses are still lacking. Moreover, research that specially aims to find out online language purchase intention has almost never been done before. According to these gaps, this research is the initial research that aims to investigate factors that can affect online language course purchase intention and develop an efficient model to examine online language course purchase intention in the future by integrating four important theoretical theories which have been broadly proved from previous research which are suitable for studying online purchase intention and online learning such as the online purchase intention theory, technology acceptance model (TAM), electronic word of mouth (EWOM) theory, and social media advertising theory. This research applied structural equation modeling (SEM) to test the proposed model. The research questionnaires which have been developed from adjusting previous research were a crucial instrument to gather data in this research. More than 600 research questionnaires have been spread out via many channels. However, just 424 research questionnaires were completed and sent back to researchers. IBM SPSS Statistics and AMOS 27 were significant tools to analyze the gathered information. The research results presented that perceived usefulness (PU) and perceived ease of use (PEOU) positively affect attitudes toward online language course purchase intention (ATT). Electronic word of mouth (eWOM) affects trust (TRUST), online language course purchase intention (OPI), and institute images (IMAGE). Interactivity (INTER) and perceived relevance (PRR) positively affect performance expectancy (PE). Attitudes toward online language course purchase intention (ATT) affect online language course purchase intention (OPI), and performance expectancy (PE) positively affect online language course purchase intention (OPI). In contrast, trust (TRUST) and institute images (IMAGE) do not affect online language course purchase intention (OPI). Moreover, in terms of mediation, electronic word of mouth (eWOM) does not have an indirect effect on online language course purchase intention (OPI) through trust (TRUST) and institute images (IMAGE). Furthermore, this research also showed that some demographic factors such as age, education, occupation, revenue/salary, and marital status of respondents seem to have significant effects on the online language course purchase intention of participants. The contributions of this research are various. Researchers and marketers can apply these research findings in many purposes such as furthering their studies and enhancing their businesses

Dissertation (D.B.A.) -- University of the Thai Chamber of Commerce, 2023.