A Study On The Influencing Factors Of Parents’ Intention To Support The Use Of K-12 Online Education

With the deepening of the "Internet plus education" program,China’s online education industry has been developing rapidly.In China,"K-12" usually refers to the education stage from primary school to high school.Through the K-12 online education platform,students in regions where educational resources are relatively scarce can have access to high-quality teachers in different places and get the opportunity of tutoring from famous teachers,and this is an exploration and attempt to optimize the allocation of educational resources.However,compared with the first tier and second tier cities,the popularity of K-12 online education is still low in third tier cities and below.Therefore,the research on parents’ behavioral intention to adopt K-12 online education platform in the cities below the third tier can provide some suggestions for the promotion of Internet Education in the sinking market and the optimal allocation of education resources for the government in the future.This study attempts to combine the key factors in the technology acceptance model with the information contact channels of parents’ access to K-12 online education.And by using the method of qualitative comparative analysis,this article attempts to find the most core factors and the most effective information communication channels for parents’ high willingness to use K-12 online education,and explores the technical characteristics and information contact channels of K-12 online education How to configure each other and form a combination path to influence parents’ intention to use K-12 online education.So that we can analyze the attitude of parents who obtain K-12 online education information from different information contact channel.The results show that interpersonal communication is the most effective way to influence parents’ willingness to use K-12 online education in third tier cities and below,while information from traditional media channels has no significant influence on parents’ willingness to use.Parents who get more relevant information through online media are likely to generate different intention to use under the promotion of perceived price factors,and perceived palyfulness is also an important factor to promote such parents to generate high intention to use K-12 online education platform.Among the factors that lead to low willingness of parents to use K-12 online education,price perception has the most obvious effect.However,perceived usefulness and perceived ease of use are still the key factors to promote parents’ high intention to use.Enhancing these two attitudes from interpersonal communication channels can effectively stimulate parents’ intention to use.By combining information contact variables with technology acceptance variables,this paper tries to find out what kind of information K-12 online education can effectively promote parents’ high willingness to use it through various ways of communication.To a certain extent,it expands the research dimension of the willingness to use Internet online education in China,and provides a theoretical reference for the popularization of Internet Education in the next stage.