| 摘要: | 新冠肺炎的疫情在2019年12月份爆發，2020年開始蔓延全球。所有的國家的公共衛生與醫療系統均積極進行防疫策略。影響政治與經濟最大的疫情因素，主要來自於人口流動的限制。在教育體系的回應中，新冠肺炎疫情嚴重的國家，多以大規模停課、延後學術活動，以及改採線上授課模式。當中，不管是成人教育或者是在職訓練課程都紛紛停止面授課程。教育制度對疫情衝擊的回應，造成學習與教育的模式產生了巨大變化。不管是正規教育制度，或者是民間教育市場，都僅能使用數位平台與遠距教學模式進行授課。
研究者採用資料庫分析與深度訪談，探討新冠肺炎對線上教育造成的影響。台灣某線上教育平台資料庫的124,564個有效觀察值分析指出，在新冠肺炎疫情前後，線上教育的課程不管是總購課量或者是總購買金額都有絕對數值的提升，然而，在研究模型當中，因為台灣疫情控制的有效性，時間點對購課金額與課程使用狀況，均沒有顯著的差別。地理區位以行政區的數位發展程度來界定，則數位發展程度越佳的行政區，其購課金額與課程使用狀況均較佳。最後，生活類別相較於其他類別的課程，有更多的購課金額與課程使用時間；課程使用者的教育程度，對於購課金額與課程使用狀況都有相當程度的正面影響力。
另外針對訪談4家線上教育公司的結果，則發現，線上平台對於課程的研發設計，以及行銷推播，首要考量課程的市場接受程度。疫情的影響雖然增加了銷售量，但是課程的錄製卻受到了嚴重的影響。課程的影片拍攝、團隊與講師的面對面互動，也因為相關防疫規定而停擺。多數研究都聚焦在疫情增加的線上課程的銷售與使用，但較少關注到線上課程背後相關製播的過程仍需要人際面對面才能完成。教育產業在疫情之後激盪出跨許多產業合作機會，因此，未來線上平台的行銷，將以線上與線下整合的方式進行。
The COVID-19 pandemic broke out in December 2019 and began to spread globally in 2020. The public health and medical systems of all countries actively implement epidemic prevention strategies. The biggest epidemic factor affecting politics and economy mainly comes from restrictions on population movement. In the response of the education system, countries with severe COVID-19 pandemic often resort to large-scale suspension of classes, postponement of academic activities, and switch to online teaching mode. Among them, both adult education and on-the-job training courses have stopped face-to-face courses. Therefore, with the remarkable rise of e-learning and the response of the education system to the impact of the epidemic, the model of learning and education has undergone tremendous changes, especially the rise of digital platforms and distance learning.
Database analysis and in-depth interviews are used to explore the impact of COVID-19 on online education. The analysis of 124,564 valid observations pointed out that before and after the COVID-19, online education courses had an absolute increase in the total purchase amount or total purchase amount. However, in the research model, because of the control of COVID-19 in Taiwan, there is no significant difference between the validity and the time point of the purchase amount and the use of the course. In addition, the geographic location is defined by the digital development level of the administrative area, and the higher the digital development of the administrative area, the better the amount of courses purchased and the use of courses. Finally, compared with other types of courses, the life category has more purchase amount and course use time; the education level of course users has a considerable degree of positive influence on the purchase amount and course using. The results of the interview pointed out that the online platform first considers the market acceptance of the course for the development and design of the course, as well as the marketing promotion. Although the impact of the epidemic has increased sales, the recording of courses has been seriously affected. The filming of the course and the face-to-face interaction between the team and the lecturer were also suspended due to relevant epidemic prevention regulations. Most studies have focused on the sales and use of online courses that have been increased by the epidemic, but less attention has been paid to the related production and broadcasting process behind online courses, which still requires face-to-face interaction. The education industry has increased cooperation opportunities after the epidemic. Therefore, in the future, the marketing of online platforms will be carried out in the way of online and offline integration. |
