Factors Affecting the Decision of Individual Customers to Use Online Education Services in Hanoi

This study explored the factors affecting the decision of individual customers to use online education services in Hanoi. The survey data of 336 customers who have experienced the service and potential customers was used for quantitative analysis, including exploratory factor analysis (EFA) and linear regression. The study’s results show that there are six factors positively impacting individual customers’ decisions, including (1) competence of online instructors, (2) usefulness of online documents, (3) support in online learning, (4) infrastructure and technology,(5) social influence, and (6) awareness of the learning community. Based on these results, the study made some recommendations for online education service providers.