Which Online Degree Programs Are in Demand: Evidence From Accounting and Marketing Majors

We seek answers to the following research questions: 1) What online degree program attributes are attractive to college students? 2) Which individual demographic variable(s) affect students’ preference for different online programs? 3) How do students' academic fields affect their online program preference and willingness to pay? Results from a survey of 314 participants suggest that college students value and are willing to pay more for online business degree programs that offer concentrations or are taught by regular full-time faculty. Regression results indicate that first-generation college students are more cautious with their education investments than their counterparts. Additionally, while accounting students prioritize online programs with concentrations or full-time regular faculty, a larger percentage of them are reluctant to pay more compared to marketing students.