AI-Powered Online Learning Interaction and Purchase Intention: The Mediating Role of Perceived Enjoyment and Co-Creation

Authors

  • Huang Hong Interdisciplinary Studies College, Payap University, Chiangmai, Thailand
  • Theeralak Satjawathee Interdisciplinary Studies College, Payap University, Chiangmai, Thailand

Keywords:

AI-Powered; Online Learning; Interaction; Co-Creation; Purchase Intention

Abstract

This research leverages artificial intelligence (AI) technology to propose a novel conceptual framework that examines online learning interaction and consumer purchase intention. The framework integrates Moore's theory of three types of interaction with the co-creation of value theory. Structural equation modelling of data collected from 427 valid questionnaires reveals that AI-powered interactions among learners, content, instructors, and peers significantly enhance users' perceived enjoyment and perceived co-creation, which in turn influence their purchase intention towards online courses. Notably, AI-powered learner-content interaction exhibited a smaller effect on perceived co-creation compared to other forms of interaction, while perceived enjoyment had a markedly greater and differential impact on purchase intention compared to perceived co-creation. These findings suggest that online education platforms and providers should prioritise learner-content interaction in course design and consider the critical role of co-creation in enriching user experiences and fostering purchasing behaviour.

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Published

2025-01-21