People’s learning style is constantly changing together with the rapid development of information technology. Nowadays, online learning has become a common learning style, but online learning resource providers are also faced with the charging issue. Besides, a large number of studies have been made by scholars at home and abroad in this field. In this paper, the influence of middle school students’ self-efficacy on online learning resource purchase intention is analyzed, and the study comprises two stages. To be specific, in the first stage, the interview method is adopted to acquire related materials, and the grounded theory is also followed to reconstruct the theoretical research framework; in the second stage, the theoretical framework is empirically verified by the questionnaire. Then, it is found that middle school students’ self-efficacy affects the identity about online learning resources’ perceived quality and their purchase intention for online learning resources. At the same time, the teacher-student relation may also reinforce students’ purchase intention for online learning resources. Thus, it can be seen that online learning resources’ perceived quality and the intimate teacher-student relation have significant influence on middle school students’ purchase intention.
The purpose of this study is to conduct a mixed research from the perspective of customers perceived value and objective situational factors. The online learning platform for middle school students has a special situation of users (students) using and customers (parents) paying. When it studies the influencing factors of customers (parents) willingness to pay, it puts aside the interference of users’ using influencing factors and conducts a separate study. Firstly, the exploratory research based on the grounded theory carries out category extraction and model construction. Secondly, through empirical research to identify the specific relationship between the variables, we finally get the specific influencing factors of perceived value that affect customers’ willingness to pay. In objective situations, social influence directly affects customers’ willingness to pay. Online comments play a positive moderating role in the impact of perceived value on willingness to pay.
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