基于系统动力学的在线教育平台用户付费意愿仿真研究

Simulation research on users′purchase willingness of online education based on system dynamics

随着移动设备迅速普及和人们对自身要求的不断提升,在线教育已经慢慢成为社会生活中的刚性需求.如何打造独特的品牌价值和竞争力,提高用户对在线平台付费课程的接受度和认可度,已经成为商业在线教育机构发展过程中迫切关注的问题.本文基于价值接受度模型,引入系统动力学理论构建在线教育用户付费意愿模型,并对模型进行仿真实验.结果表明,影响用户付费意愿的各因素存在显著差异,其中感知评价、感知有用性是用户付费意愿的核心要素,在线教育平台可以结合各影响因素的差异性,从内容服务、技术创新和营销运维三个方面制定有针对性的商业策略.

With the rapid popularization of mobile devices,online education has gradually become a rigid demand in social life.How to create a unique brand value and competitiveness,improve the acceptance,recognition and payment awareness of users′purchase willingness on online platform has become an urgent concern in the development process of commercial online education institutions.Based on the Value Acceptance Model,this paper introduces a system dynamics theory to build a model of users′purchase willingness of online education,and conducts simulation experiments on the model.The results show that there are significant differences in the factors that affect users′purchase willingness.Perceived evaluation and perceived usefulness are the core elements of users′purchase willingness.Online education platforms can combine the differences of each influencing factor from content services,technological innovation and marketing operations three aspects of the development of targeted business strategies.