In a fast-growing online learning environment, the purpose of this research is to investigate the factors that influence the students' enrollment intention toward the Hult Prize Certificate Program. Accordingly, a quantitative approach is chosen. A survey was conducted with 105 respondents. The partial least squares method was used. Data analysis shows that the Hult Prize Certificate Program Digital Brand Image, E-WOM, and perceived price have an impact on the students' online trust. The latter has a strong and significant influence on the students' enrollment intention. Followed by the moderating effect of perceived benefits of COVID-19 social distancing on the link between online learning and e-trust which is rejected. However, Hult Prize brand credibility moderator role on the link between students' Online trust and intention to enroll is confirmed. Managerial recommendations are drawn to help decision makers in increasing the level of enrollment intention leading to high business performance.
Top1. Introduction
Online learning is becoming an essential area of educational research due to the COVID-19 pandemic. Current research on e-learning considers the following problems: lack of an effective e-learning atmosphere, insufficient interactivity in virtual classrooms, undiversified teaching methods, lack of resources for online courses. The issues listed above are more likely to affect the effectiveness and quality of online teaching and learning. Studies today focus primarily on the limits of online learning, such as satisfaction, attitude, adoption, acceptance, sustainable use, motivation, behavior of use and sharing of information and knowledge. The success of online learning largely depends on many conditions, including the learning environment, teaching methods, teaching resources and learning expectations. The adoption of new technologies, such as artificial intelligence, big data and cloud computing, has fostered the rapid development of intelligent learning environments, which provides more competent learning conditions for online learning. An intelligent learning environment is a place or space that identifies characteristics of students to help them use the most appropriate tools and resources using data logging and automated assessment of the entire process in order to promote student learning effectively. Smart mobile devices, digital learning materials and smart educational environments improve student achievement and learning outcomes. Creating an intelligent learning environment based on the most advanced technologies provides better support to meet the special needs of students, increases student-learning satisfaction and improves their educational outcomes. Intelligent interaction is an important dimension that affects the quality of online courses and is closely related to student satisfaction and learning effectiveness. Therefore, an intelligent learning environment is essential to help develop e-learning skills and achieve outstanding learning outcomes. However, research rarely focuses on a learning environment in such a digital age. The active participation of students in their distance education is one of the most important factors influencing their academic performance.
The purpose of this paper is to investigate the determinants that impact students' online trust and enrollment intention toward the Online Paid Hult Prize Certificate Program during the COVID19 pandemic. The moderating variables of perceived benefits of COVID19 social distancing and brand credibility during this pandemic crisis may influence students’ online trust and the lean toward online learning. Nevertheless, the direct effect of variables on students’ enrolment intention will also be surveyed. Numerous studies of online learning have been conducted that examine students’ satisfaction, acceptance of online learning, distance learning success factors, and the quality of learning. The main research question is:
What are the variables that will impact students’ online trust and enrollment intention in the Hult Prize Certificate Program during the Pandemic of COVID-19?