移动APP课程付费意愿影响因素研究——基于成人在职学生的视角

Research on Influencing Factors of Paying Willingness in Mobile APP Course——Based on the Perspective of Adult Working Students

随着移动互联网技术在教育领域的深入应用,探索成人在职学生APP课程付费意愿及其影响因素,对于借鉴和利用优质社会移动资源、促进成人在职学生移动学习的有效开展具有重要意义。基于价值感知理论,构建成人在职学生付费APP课程采纳影响因素模型,以中国人民大学成人在职学生为对象开展问卷调查,采用SPSS AMOS 24.0对模型进行检验和修订。结果表明,课程描述、感知易用性、感知有用性和社会影响均显著正向影响付费意愿;感知风险对付费意愿产生负向影响,但没有达到显著水平。建议从提高课程易用性、建立学习激励与传播推广机制、精美描述APP课程促进学习采纳等方面提升移动学习的绩效。

With the in-depth application of mobile Internet technology in the field of education,exploring the willingness to pay for APP courses for adult working students and its influencing factors is of great significance for borrowing and utilizing high-quality social mobile resources and promoting the effective development of mobile learning for adult working students.Based on the value perception theory,a model of influencing factors for the adoption of paid APP courses for adult working students was constructed.A questionnaire survey was conducted for adult working students at Renmin University of China.The model was tested and revised using SPSS AMOS 24.0.The results show that perceived usefulness,perceived ease of use,course description,and social impact significantly positively affect willingness to pay,and perceived risk negatively affects willingness to pay,but does not reach a significant level.Proposed strategies for improving mobile learning performance from the aspects of improving the ease of use of the course,establishing a learning incentive and communication promotion mechanism,and exquisitely describing APP courses to promote learning adoption.