Experiences and Future Expectations towards Online Courses –An Empirical Study of the B2C-and B2B-Segments

Abstract

This article explores the future potential for the development of online courses. The findings are based on an empirical study with 3 sample groups: (1) B2C segment in Germany, (2) B2C segment in the United States, and (3) B2B segment (international). In the first step the status quo of the use of e-learning in general and online courses in particular is presented. Subsequently, the expectations of potential users concerning the design of online courses are determined. Respondents were segmented according to their basic needs, based on ten distinct attributes relevant for the decision-making process. Thirdly, an innovative concept for online courses is reviewed as part of a concept test. Since people increasingly watch (short) videos instead of reading documents, the authors emphasize that creators of online courses can take advantage of this development, provided they adapt their formats to the changed communication behavior of potential users.