The Research On Influencing Factors Of Mobile Learning Users' Purchase Intention For YC Company

With the breakthrough development of modern science and technology in the field of communications,a great change has taken place in the form of education.With the popularity of mobile devices,such as Phone,Tablets,Intelligent learning machine,and Smart wearable device,the Mobile education emerges as the times require.It allows consumers to use fragmented time learning anywhere and anytime.But Internet users who are accustomed to enjoying free resources still have doubts about paying for Mobile education.It is very important for the mobile education enterprises to research the influencing factors of willingness of mobile learning consumers to spend.We have studied the influence factors of the willingness to consume of mobile learning users of YC Company engaged in self-study exam business.This study is based on Perceived value theory and TAM,combining previous research results.It selected six variables,including Perceived usefulness,Perceived ease of use,Perceived service quality,Perceived cost,Perceived trust and Perceived risk,and determined the items under each of these variables through field interviews and web-based interviews.Using SPSS 20.0 to do the descriptive statistical analysis and correlation analysis on the collected data of 398 valid survey,the research indicates that the Perceived usefulness,Perceived ease of use,Perceived service quality and Perceived trust have a significant impact on consumer willingness,but the Perceived cost and Perceived risk have very weak correlation with willingness to consume.Since the selected sample population is a group with the willingness to study for self-study,the cost and risk have little impact on the purchase intention of such users.That is why there is a small possibility for YC Company to reduce the perceived cost and perceived risk of users through promotion,price reduction,etc.On the other hand,Perceived usefulness and Perceived service quality have the most significant effect on consumer willingness,this indicates that the user was more concerned abou t results.In terms of Perceived ease of use,the impact of curriculum interest on consumer willingness is the most obvious.This shows that companies engaged in mobile education must pay full attention to the improvement of the interest of the curriculum,rather than blindly pursue thorough knowledge and rich course materials.At last,according to the conclusion of the research and the actual situation of YC Company,some suggestions are given to enhance the user's willingness to consume,and also hope to provide theoretical reference to other enterprises engaged in mobile education.