| In China,K-12 education refers to three learning stages: primary school,junior high school and senior high school,with a large number of participants and a huge market.With the development of the Internet,especially the rapid development of the mobile Internet,a large number of online education companies have appeared in this field.K-12 online education has developed rapidly in China in recent years,but many problems have also emerged.Among these problems,low conversion rate is one of the most serious problems.Company J focuses on K-12 online education and has a certain influence in this field.Like other K-12 online education companies,Company J is also facing the problem of low conversion rate.Improving the conversion rate has an important impact on the company’s future development,and is also one of the most important issues for Company J.This study introduces the concepts of hygiene factors and motivational factors about payment behavior in order to analyze the influencing factors of willingness to pay for Company J’s K-12 online education products.Motivational factors refer to those factors that have a significant influence on payment behavior,while hygiene factors have no significant influence on payment behavior,but they are the basis for the platform to accumulate users.On that basis,based on the research results of knowledge payment and e-commerce conversion rate,this study summarizes the influencing factors of payment behavior.Through the questionnaire survey,this study demonstrates the influences of these factors on Company J’s user payment behavior.Then,combined with practice,this study reveals the reasons for the low conversion rate of Company J’s K-12 Online Education Products and proposes strategies to increase the conversion rate.In order to demonstrate the influences of these factors,this study collected data through questionnaire survey,and analyzed the data with SPSS 17.0.The results are as follows: The six factors of Consumption concept,spending power,course sales,user demand,course price,and difficulty of operation have significant influences on Company J’s user payment behavior,and they are motivational factors.The four factors of course experience,attractiveness of course introduction,copyright awareness,and teacher’s fame have no significant influences on Company J’s user payment behavior,but they are hygiene factors.This study finds that:(1)users attach great importance to the teaching quality of courses,and improving the usefulness of courses helps to accumulate users for the platform;(2)Consumption concepts and spending power have a strong influence on payment behavior,and perceptual consumers are more likely to use paid courses;(3)Reducing the price of courses and improving the ease of use of the platform can stimulate users to purchase courses;(4)In terms of payment behavior,users are less affected by others,and demographic variables such as gender and age have no effect on payment behavior.In the end,this study proposes the following strategies to improve the conversion rate of Company J’s K-12 online education products: 1)In terms of curriculum content construction,the platform should pay attention to the functional construction of educational products,and strengthen the hygiene factors such as course experience,so as to accumulate a group of loyal users and form the basis of payment;2)In terms of pricing education products,the platform should establish a multi-level course price system to stimulate users at different levels of consumption concepts and spending power to purchase courses;3)In terms of software development,the platform should adopt familiar operating modes for users,which reduces the difficulty of operation and improves the ease of use of the platform;4)In terms of marketing,big data can be used to deliver advertisements accurately based on user characteristics;5)Focus on vertical segments and cultivate star courses with high sales volume. |
