Abstract
The purpose of this study is to conduct a mixed research from the perspective of customers perceived value and objective situational factors. The online learning platform for middle school students has a special situation of users (students) using and customers (parents) paying. When it studies the influencing factors of customers (parents) willingness to pay, it puts aside the interference of users’ using influencing factors and conducts a separate study. Firstly, the exploratory research based on the grounded theory carries out category extraction and model construction. Secondly, through empirical research to identify the specific relationship between the variables, we finally get the specific influencing factors of perceived value that affect customers’ willingness to pay. In objective situations, social influence directly affects customers’ willingness to pay. Online comments play a positive moderating role in the impact of perceived value on willingness to pay.
Highlights
In recent years, many countries have made a lot of development and investment in digital learning technology and online learning platform [1]
When constructing the model of parents’ willingness to pay on the online learning platform for middle school students, seven variables affecting the willingness to pay are extracted based on grounded theory, which are course information, perceived usefulness, perceived value, perceived risk, perceived cost, social influence, and online comments
After grounded theory and variable definition, this paper explores the specific relationship between variables through empirical research. e questionnaire mainly includes two parts: the basic information part and the paper structure research part. e former focuses on the gender, age, education level, and income level of the respondents, and the latter focuses on the attitude of the respondents to the dimensions related to the willingness to pay for online learning platforms
Summary
Many countries have made a lot of development and investment in digital learning technology and online learning platform [1]. With the vigorous development of online education, research perspectives are diversified. Some scholars mainly study open online course MOOCs [8,9,10,11]. The research on the willingness to pay for online education of middle school students is still in the blank stage. Is paper will study the willingness to pay for online learning platform of middle school students’ parents. Is study focuses on the willingness of middle school students’ parents to pay for online learning platform. Understanding the parents’ willingness to pay for students’ online learning plays a vital role in the sustainable development of online learning platform
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