INFLUENCE FACTORS OF SALES OF VOCAL MUSIC ONLINE LESSONS ON CONSUMERS' PURCHASE INTENTION

Abstract

This study examines the key factors influencing consumers' purchase intention for online vocal music lessons. The research adopts a quantitative approach, utilizing Structural Equation Modeling (SEM) to analyze the relationships between price, convenience, instructor credibility, and content quality. Data were collected from 401 participants through an online survey, ensuring a diverse representation of consumers engaged in online vocal training. The findings reveal that price (β = 0.199, p < 0.05) and instructor credibility (β = 0.111, p < 0.05) significantly influence purchase intention, confirming H1 and H3. Conversely, convenience (p = 0.872) and content quality (p = 0.942) do not exhibit significant effects, leading to the rejection of H2 and H4. The SEM model demonstrated strong fit indices (SRMR = 0.045, NFI = 0.91), validating the proposed framework. These results indicate that consumers prioritize affordability and instructor reputation over platform accessibility and course materials when selecting online vocal lessons. The study provides practical implications for online education platforms by recommending tiered pricing models, instructor branding strategies, and enhanced consumer engagement techniques. Additionally, future research should explore the role of psychological factors, such as motivation and perceived self-efficacy, in shaping purchase behavior.