RESEARCH ON ENVIRONMENT BENEFIT IMPACT OF USER PAYING WILLINGNESS IN MASSIVE OPEN ONLINE COURSE PLATFORM BASED ON INCENTIVE THEORY

摘要

Online education shows great promise for the future, as the number of online education users is continuously growing and newly-emerged online education industry is undergoing rapid development. At the same time, emerging online education projects and enterprises bring fierce competition into the market. Therefore, to facilitate the behavioural analyses of online education users and the decision making in marketing, this study aim at profitable online education platform takes Incentive Theory Model (ITM) to analyse the factors influencing the users continuance intention and willingness to pay in terms of online education by theoretical analyses and empirical study. To find out the factors influencing the users continuance intention, a theoretical model of the users continuance intention is built based on the integration of Expectation Confirmation Model (ECM), Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT). In order to analyse factors influencing the users willingness to pay, an influencing factor model of users willingness to pay is built based on theories including perceived value and perceived risk from the perspective of merchandise. The experiment result shows the proposed model can improve the overall performance.