An Empirical Investigation of Student E-Trust and Enrolment Intention in an Online Paid Hult Prize Certificate Program

Abstract

In a fast-growing online learning environment, the purpose of this research is to investigate the factors that influence the students' enrollment intention toward the Hult Prize Certificate Program. Accordingly, a quantitative approach is chosen. A survey was conducted with 105 respondents. The partial least squares method was used. Data analysis shows that the Hult Prize Certificate Program Digital Brand Image, E-WOM, and perceived price have an impact on the students' online trust. The latter has a strong and significant influence on the students' enrollment intention. Followed by the moderating effect of perceived benefits of COVID-19 social distancing on the link between online learning and e-trust which is rejected. However, Hult Prize brand credibility moderator role on the link between students' Online trust and intention to enroll is confirmed. Managerial recommendations are drawn to help decision makers in increasing the level of enrollment intention leading to high business performance.