Research On The Influencing Factors Of Users' Intention To Participate In Paid Online Lectures

As the growth of the user demand for online learning and paying consciousness enhancement,more and more users start to focus on and pay for the high-quality learning products such as paid online lectures.Paid online lectures is a newly developing paid learning products,exploring the factors which influences users'intention to participate in paid online lectures is meaningful This study not only enriches the study of user behavior in the field of online learning,but also helps to explore the operation and realization of online learningWith a review of the relevant research of online learning field,we found that most scholars explore user adoption intention from the perspective of technology adoption,but few people had paid attention to paid learning products and there are gaps in online lectures.Therefore,this paper would base on the theory of customer perceived value,value-based adoption model and innovation diffusion theory,combining with the representative paid online lecture product-zhihu live to construct the model of factors influencing user participation in paid online lectures.By interviewing users,we selected the nine factors and set up 12 kinds of experimental condition,finally 296 valid questionnaire responses received.Then we use AMOS21.0 to analyse sample data for the reliability test,validity test,fitting analysis and path test.We found "the user's perceived usefulness and perceived enjoyment positively influence the user willingness to participate in lectures","The user's perception of money cost and psychological cost perception,perception of time cost have negative influence on user participation intention","Speaker reputation and Word-of-mouth of lecture positively influence the user perceived usefulness","speaker-user interaction and lectures novelty affect the user perceived enjoyment","the price of lecture is positive related with user perception of money cost".Based on the results of the study,we put forward the corresponding suggestion to the lecture platform,online lecture exporter,relevant government departments.Online lecture platform should "locate precisely the user demand,lectures on personalized recommendation","offer a variety of interactive way for the user interaction","provide a free trial,give preferential buy,consumer credit and other services";Lecture content makers can "Set the interactive sessions and feedback plate";Relevant government departments should be "improve the terms of copyright protection,strengthen market control and education propaganda".The contribution of this paper is as follows:firstly,this paper based on the theory of customer perceived value,value-based adoption model and innovation diffusion theory,combining with the representative paid online lecture product-zhihu live to construct the model of factors influencing user participation in paid online lectures.Secondly,through research we got some valuable conclusions,and put forward the corresponding suggestion to online lecture platform,lecture exporter,relevant government departments according to the results of empirical research.In addition,this study filled the blank in the research of paid online lecture product,also enriched the study of user adoption of paid online learning field.