Research Of Factors Determining The Choice Of Consumers To Learn Chinese Online In Russia

Against the background of the COVID-19 pandemic,Internet education has been tested in many universities and its effectiveness was confirmed.It is worth noting that despite the fact that the virus outbreak has affected many industries,it has undoubtedly given a huge boost to the development of Internet education.The Chinese language in Russia has significantly increased due to a number of political and economic factors.The article examines the factors that influence the choice of Russians to study Chinese online,analyzes the mechanisms of such influence and provides recommendations for companies operating in this market.The theoretical part of the research includes: the Theory of E-Learning,Theory of Reasoned Action,Theory of Planned Behavior,Theory of perceived value,and others.Based on these theories,the paper presents research hypotheses and builds a theoretical research model based on Perceived value,which includes factors such as Perceived usefulness,Perceived costs,Perceived ease of use and Perceived enjoyment.The theoretical model examines the influence of these factors on the Perceived value and the Adoption intention to learn Chinese online in Russia.In our study,we suggested that the factors that affect users' Adoption intention to learn Chinese online are Perceived enjoyment,Perceived usefulness,Perceived cost,Perceived value,Perceived ease of use.As a result of the study,it was shown that Perceived usefulness and Perceived enjoyment do not significantly affect the Adoption intention to learn Chinese online,and Perceived ease of use does not affect the Perceived value.Perceived usefulness does not directly affect the respondents' Adoption intention to learn Chinese online in Russia,but it does indirectly through Perceived value,and the path coefficient is one of the highest,which indicates that the degree of influence of Perceived usefulness on Perceived value and as a result on Adoption intention.Similarly,Perceived enjoyment can only indirectly influence the decision to learn Chinese online through Perceived value.From this,it can be concluded that learning Chinese online makes consumers happy and enjoyable,but does not directly affect the desire to make a decision,only feeling the Perceived value.The consumer can make a decision in favour of learning Chinese online.In our study,Perceived cost has a negative impact both directly on Adoption intention and indirectly through Perceived value.Perceived ease of use has no effect on Perceived value,but there is a direct positive effect on Adoption intent.Perceived value has a positive impact on Adoption intention to learn Chinese online in Russia.The greater the Perceived value,the greater the Adoption intention,which is consistent with the findings of the research.Based on our research,we offer the following recommendations:(1)Promotion of Chinese language courses online by target groups.(2)Close attention should be paid to the development of the site.(3)To divide the training content according to the client's level of knowledge of the Chinese language,in accordance with the goals of learning.(4)Develop non-standard methods of providing information to make the lesson more interesting.