Main Article Content


Learning a foreign language has become a necessity involving the professional and experiential development of people, for this reason this research aims to analyze whether extrinsic and intrinsic motivation is influenced by advertising actions and the aspects that are considered to buy an online language course. For this, descriptive research was developed, with a quantitative approach and a questionnaire was applied in digital format to 555 participants from the city of Bogota, who expressed an intention to study a foreign language learning programme on a virtual platform. From a confirmatory factor analysis and structural equations, the results suggest that intrinsic and extrinsic motivation are influenced by the advertising actions of the platforms, extrinsic motivation is not influenced by the aspects considered to acquire a language course and additionally intrinsic motivation affects the extrinsic motivation to choose such platforms. Future studies may focus on measuring the influence of attitudes and social networks on consumption.

Gerson Jaquin Cristancho Triana, Universidad ECCI

Researcher and Professor, Marketing and Advertising Program, Universidad ECCI, Bogota, Colombia. Holds a degree in Marketing Engineering, Universidad Piloto de Colombia, Master in Management of Organizations, Universidad Central, Colombia. Leader, ConsumoLab research group, Universidad ECCI, Colombia.

Laura Sofia Corredor Aponte, Universidad ECCI

Member, ConsumoLab research group, Universidad ECCI, Bogotá, Colombia. Holds a degree in Marketing and Advertising Design Technology, ECCI, Colombia.

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Received 2023-05-09
Accepted 2023-12-06
Published 2023-12-06