Factors Influencing Student Preferences and Willingness to Pay for Online SAT Preparation Services in Vietnam

Abstract

Vietnam's educational landscape is witnessing a growing emphasis on the SAT for university admissions. This increased importance has fueled a corresponding rise in demand for SAT preparation resources. However, a recent shift to a fully digital SAT format presents a new challenge for Vietnamese students, requiring them to adapt to a different learning environment. This coincides with a post-pandemic rise in the adoption of online learning methodologies. This thesis investigates the willingness to pay for online SAT prep courses amidst these evolving circumstances. Through a survey questionnaire, the study analyzes how Vietnamese students perceive the value of online learning platforms in navigating the new digital SAT format. The findings will shed light on the pricing strategies most effective for online SAT prep courses in the Vietnamese market, considering student preferences and their willingness to pay for features that cater to the digital testing format. By understanding these factors, educational service providers can optimize their offerings to cater to the evolving needs of Vietnamese students preparing for the SAT.