Research On The Influencing Factors Of The Acceptance To Paid E-learning

With the progress of technology, the popularity of the Internet and the general acceptation of online-education, the scale of online-education market and network users is growing rapidly since 2010. The market amounts to 117.1 billion yuan,broke through 100 billion yuan for the first time in 2015,and expected to break 200 billion yuan in 2019. By June 2016, the number of users reached 117 million people and is expected to reach 120 million people by 2017. But there were few winners can share this delicious online-education cake, cause consumers’ low purchase willingness. It’s essential to network education enterprises to study the efficient factors to promote consumers’ purchase willingness.The traditional technology acceptance model is mainly used to study workers in manufacturing. In order to improve the work efficiency, manufacturers bring in new technology system, and the workers have to use it without considerations of cost. The perceived value of the adoption model(VAM) not only taking into account the voluntary use of the system,but also taking into account the users about the cost of the system, entertainment experience, social identity factors and so on. Thus, in the network environment, the VAM model shows higher predictive power compared to the TAM model.Based on the value of the adoption model, this paper referring to other previous research, adjust the elements of perceived benefits to perceived usefulness, perceived ease of use, emotional value, price concessions, social identity. Adjust the elements of perceived sacrifices to economic risk, functional risk, service risk. To abandon the traditional practice of the indirect influence of the adoption intention by the research of perceived value as the intermediate variable, the paper directly study the direct effects of variables on the adoption intention and proposed ten research hypotheses. Select the users who know the network education or have the intention to use the questionnaire as the research object. Sample description, credibility, validity, correlation and regression analysis were used to analyze the data by using spss19.0 software. The result indicates that perceived benefits have a positive impact on the intention to accept paid online-education. The perceived usefulness have the most significant positive effect to accept paid e-learning, followed by emotional value, again for the price, and perceived ease of use, and social identity paid turn out no significant impact. The perceived loss have a negative effect to accept paid e-learning. The negative impact of economic risk on the acceptance of paid e-learning is more significant, and the second is the risk of function, and the service risk turn out not significantly affected. Moreover, the influence degree of perceived loss is less than perceived profits,which says people pay more attention to the achievement of learning objectives.Finally, according to the conclusion of the study, combined with the actual network education, we give the management implications:to enhance consumer’s perceived benefits and reduce consumer’s perceived loss.