Factors influencing on users' engagement in online education courses (based on yoga courses)

This paper examines the phenomenon of engagement and how it is implemented in online yoga courses. There are 3 types of involvement: behavioral (the most external level, the fact of performing an action), emotional (psychological response to an event or action), and cognitive (deep motives for performing an action, using a strategy). Cognitive engagement is the main driver of a person and, accordingly, the higher the level of cognitive engagement of users, the more consciously they will pass the chosen course. However, this type of engagement is the most difficult to influence. Also, it is almost impossible to do this without proper attention to emotional engagement, because it is at this level that value is created. So how do you create this value? This is what the author of this study sought to find out in this work. It is worth noting that the market under study is growing quite quickly. It is very attractive for starting a business and for investing, which is why every year there are more and more players, most of whom are dealing with online education for the first time. Moreover, the analysis of competitors showed that the uniqueness of the created courses is low. But even with these conditions, the market continues to grow and bring in a lot of revenue. It is also interesting that the target audience of the chosen niche is quite aware. These are adults 25-45 who strive to come to an understanding of themselves and their deepest desires in different ways, are ready to devote time to themselves and improve their physical and mental well-being. Therefore, any appropriate actions aimed at increasing their involvement will be perceived positively. It is also this audience that is more likely to have cognitive involvement, since there is the makings for internal motivation to develop themselves in this area. In the course of a qualitative study, 9 factors were identified that presumably increase the involvement in online courses. However, further quantitative research was able to confirm only 3 of them. They are as follows: • From the very beginning, you need to set a clear goal for the marathon and periodically return to it. • It is necessary to record even small changes and results during the course. * The convenience of using a personal diary also affects engagement in the project. The remaining hypotheses will be refined and tested in further research.