COVID-19爆發，學校大範圍停課，在疫情的影響之下線上學習成為學生們的主要學習方式，家長及政府對學生的英文教育重視程度逐年增長。台灣父母對於子女教育經費的投入已成為目前家中重要的開支。近幾年，英文線上學習平台為了保持自身商業價值和活力，需要利用更多的行銷管道來進行產品推廣。以往的網路行銷部分更關注知名平台網站廣告等宣傳方式，少有學者關注個人社群媒體分享對消費者購買意願之影響。
本研究以國小生家長為研究對象，利用社會比較理論、印象管理理論解釋「炫耀心理」、「自我展示意願」、「忌妒」對「英文線上學習平台購買意願」之影響，「收入」為控制變數。本研究回收問卷341份，其中有效問卷313份，問卷回收有效率為91.8%。透過SPSS軟體進行分析，結果顯示炫耀心理對自我展示意願有顯著影響，自我展示意願對英文線上學習平台購買意願有顯著影響，忌妒對自我展示意願與英文線上學習平台購買意願之干擾效果未達到顯著水準，但額外發現忌妒會對英文線上學習平台購買意願產生顯著影響。篇末根據研究結果提出管理建議。
With the outbreak of covid-19, schools have been greatly impacted. Learning on-line under the influence of the epidemic has become the main learning method of students. The government and parents are paying more attention to children's English education year by year. In recent years, the competition of Online English Courses has become increasingly fierce. In the past, online marketing paid more attention to public advertising on well-known platforms, and invested less in the direct marketing and personal sharing on social media. This study takes the parents of elementary school students as the research object, and uses social comparison theory and impression management theory to explain the effects of "Superiority psychology", "Self-presentation intention" and "Envy" on "Online English Courses purchase intention", with "income" as the control variable. 341 questionnaires were collected in this study, of which 313 were valid. The effective rate of questionnaire recovery was 91.8%. Through the analysis of SPSS software, the results show that Superiority psychology has a significant impact on Self-presentation intention, Self-presentation intention has a significant impact on the purchase intention of Online English Courses platform, and the interference effect of Envy on Self-presentation intention and purchase intention of Online English Courses platform does not reach a significant level. However, it is also found that Envy has a significant impact on the purchase intention of Online English Courses platform. At the end of the paper, management suggestions are put forward according to the results of our research.
