Understanding the adoption of online language learning based on e-marketing mix model

This paper presents a quantitative study on the adoption of online language learning based on the e-marketing mix model. The Internet has changed the business context of many industries. Online language learning is one of the rapidly growing industries. Due to globalization and the high population in China, there is a huge potential in the market for online language learning. In this study, the Chinese language learners’ adoption of online language learning is analyzed. The purpose of this study is to evaluate the impact of Chinese language learners’ perceptions of e-marketing mix elements on their adoption of online language learning products. The results show that perceived product, perceived privacy, perceived community, perceived site and perceived sales promotion all have a positive impact on behavioral intention of adopting online language learning; while perceived security and perceived customer service have a negative impact on behavioral intention of adopting online language learning. The results of this research provides guidance for web site designers to develop more effective online language learning platforms.