“PM！I want to sign up”: Decoding Parental Decision-making in Educational S-commerce Community

This study delves into the prevalence and impact of private supplementary tutoring in Hong Kong, where a significant percentage of Secondary Three and Secondary Six students seek such services. The proliferation of tutoring and interest class advertisements across various media platforms underscores the educational landscape's emphasis on private tutoring. The emergence of educational social commerce communities on social media platforms has further facilitated the exchange of educational information, interest activities, and parenting tips. By analyzing factors influencing parent engagement in these communities, such as perceived ease-of-use, perceived usefulness, sociability, and informativeness, this research sheds light on the dynamics of educational s-commerce. Additionally, the study explores how post characteristics and scarcity of educational resources influence parent engagement and recommendation willingness within these communities. Understanding these factors is crucial for enhancing customer engagement and optimizing the educational social commerce experience.