Developing a value-based online learning model to predict learners' reactions to internet entrepreneurship education: The moderating role of platform type

As people spent more time on online learning during the pandemic, this created many opportunities for online learning platforms to introduce courses to teach the knowledge and skills needed to create and operate an online business (internet entrepreneurship education). It is imperative to understand which factors drive learners' positive reactions to internet entrepreneurship education via online learning platforms and whether the effects differ across free and paid platforms. An online survey was conducted to collect data. Respondents with experience using the target online learning platforms were recruited by a market research firm. A total of 305 useable questionnaires were collected and analyzed using partial least squares structural equation modeling. The results indicated that instructional support, instructor enthusiasm, and instructor preparedness are key drivers of the perceived value of using online learning platforms to learn internet entrepreneurship knowledge and skills, which in turn positively influences reuse intention. The intention to reuse online learning platforms positively influences positive learner reactions. The value-intention link is more pronounced under free than under paid platforms. This research contributes by developing a value-based online learning model to predict learners' positive reactions to internet entrepreneurship education through online learning platforms.