Study On The Influential Factors For Acceptance Of Paid E-learning

With the development of the Internet, the rise of e-commerce and social media platforms, online learning has developed quickly from2012.Veteran enterprises increased investment on e-learning programs. New companies mushroomed into the area of learning one after one. Internet giants, such as Netease and Tencent also open online classes. Being different from one-way output mode provided by distance education and e-campus, e-learning providers offer diverse forms of paid services, which meet the needs of users.For the users of paid e-learning, they’re not only users of new information technology but also consumers of paid e-learning services. The before researches on e-learning are almost focused on the background of schools and firms. Most adopters and users of e-learning are students or employees in organizational settings. In contrast, adopters and users of paid e-learning are individuals who play the dual roles of technology user and service consumer. Most of them adopt and use e-learning for personal purposes, and the cost of mandatory adoption and usage is borne by the individuals.This study takes the potential and experienced users of paid e-learning with personal decision-making powers into account. Instead of TPB, TRA and TAM, this study examines the acceptance of paid e-learning as a new Information and Technology from the value perspective. We adapt the Value-based Adoption Model (VAM) of Kim (2005) and explains customers’ acceptance of paid e-learning from the value maximization perspective. Perceived benefits and perceived sacrifices are the antecedents of perceived value of paid e-learning. In this study, perceived benefits include perceived usefulness and perceived enjoyment. Perceived sacrifices include perceived fee and perceived risk.The results indicate that perceived usefulness, perceived enjoyment, perceived fee significantly affect perceived value and the intention to accept paid e-learning. While perceived risk does not pay a significant impact on the perceived value and intention to accept paid e-learning. Personal Innovativeness in Information Technology (PIIT) and perceived value are proved to have significant influence on the users’acceptance, while social influence is not. Based on the result we get, associated with the development status of paid e-learning, we give the management implications and point out the limitations and future research directions.