随着人工智能技术的不断进步,新冠肺炎疫情带来危机的同时,也促进了在线教育快速发展。 从消费者行为视角出发,基于感知价值理论,探讨用户对在线教育平台课程付费意愿的影响因素。研究 采用问卷调查法,并利用结构方程模型对假设进行验证。实证分析表明:课程信息质量、试听体验和感知 价格均可有效解释和预测用户对在线教育平台付费课程的感知价值;感知价值在这二者情境变量与付费 意愿之间起到部分中介作用,在感知价格与付费意愿之间发挥完全中介作用;而从众心理负向调节感知 价值与付费意愿之间的关系。
With the continuous advancement of artificial intelligence technology, the COVID-19 crisis has also spurred the rapid development of online education. Based on the theory of perceived value, the paper explores the factors that influence users’ willingness to pay for courses on online education platforms from the perspective of consumer behavior. In this study, questionnaires were used and a structural equation model was used to verify the hypothesis. The empirical analysis shows that the quality of course information, audition experience and perceived price can effectively explain and predict users’ perceived value of paid courses on online education platforms. Besides, the results identified the partial mediating effect of perceived value between these situational variables and users’ willingness to pay for courses, and the full mediating effect of perceived value between perceived cost and users’ willingness to pay. Crowd psychology negatively moderates the relationship between perceived value and willingness to pay.