Research On Factors Affecting Willingness To Pay For Online Learning Course

In recent years,along with the rapid development of Internet technology,online learning has become popular and commercialized,and online payment has become more popular and convenient.At present,in addition to some free online learning courses,there are also many paid online learning courses.At the same time,users' knowledge of copyright awareness has gradually increased,and social consumption concepts have also changed.The payment of knowledge has emerged in this environment,and the appropriate fees for the patents of high-quality and useful courses have become more and more accepted by most people.In this context,this thesis takes online learning users as the research object,combines consumer behavior theory,perceived value and other related theories and the research results of the predecessors,and proposes perceived usefulness,perceived cost,perceived risk,perceived value,subjective norm,The eight factors of perceived willingness,such as perceived interactivity,audition experience and technical characteristics,construct a factor model that affects the willingness of online learning platform users to pay for the course.In order to test whether the theoretical model and related hypotheses are true,this study uses questionnaires to obtain data.Using SPSS22.0 and AMOS24.0 statistical analysis software,using correlation analysis,factor analysis and structural equation modeling method,the measurement model is effective.The empirical analysis of degree,structural model path relationship and model adaptation degree,combined with the research results,puts forward practical suggestions to improve the willingness of users to pay for online learning courses.Through the empirical analysis results,the following conclusions can be drawn:(1)After 90 s,00,high education,students and private enterprise staff,working years are less than 3 years,high-income groups of characteristics of consumer groups for online learning courses The willingness to pay is relatively high;(2)perceived usefulness,subjective norms and technical characteristics have a significant positive impact on the perceived value of users and the willingness of users to pay for online learning courses;(3)perceived costs for users to learn online The willingness to pay for the course has a significant negative impact and has no significant impact on perceived value;(4)In this study,perceived risk has no significant effect on perceived value and user's willingness to pay;(5)audition experience and perception Interactivity has a significant positive impact on the user's willingness to pay,and has no significant impact on perceived value;(6)Perceived value as a mediator variable has a significant positive impact on the user's willingness to pay for online learning courses.Finally,based on the above conclusions,combined with the development status of paid online learning,the paper gives suggestions on the operation management of online learning platform,and points out the shortcomings of this paper and the direction of future research.