Research On Factors Affecting Willingness To Pay For Pre-k Online Learning Course

With the emphasis on education,the penetration rate of pre-kindergarten(Pre-k)online education users is increasing,its development prospects are optimistic by all parties.Online education serves as a supplement to offline education,the development prospects are optimistic by all parties.Its market competition has become increasingly fierce.How to improve users’ willingness to pay is a hot topic in the development of commercial online education industry at this stage.In this context,this article takes Pre-k online learning users as the research object,based on theoretical models such as perceived value,combined with the research results of the predecessors,and puts forward 9 factor variables that affect the willingness to pay.Based on this,the Pre-k online learning platform user course is constructed.Model of influencing factors of willingness to pay,and put forward relevant hypotheses.Then draw on domestic and foreign mature scales to design questionnaires and conduct preinvestigation and formal investigations.Finally,analyze the questionnaire data through SPSS22.0 and AMOS24.0.The research results show that course audition experience,group norms and perceived value have a positive predictive effect on users’ willingness to pay for courses;perceived usefulness,perceived course quality,and perceived service quality have a positive predictive effect on perceived value,which in turn positively affects users’ payment Willingness;technical characteristics have no significant impact on perceived value;perceived cost and perceived risk have a negative predictive effect on perceived value and willingness to pay.