A Study on The Influence of Parents' Purchase Intention of Online Learning Courses in Primary and Secondary Schools in Guizhou

Abstract

This study aims to conduct research from the perspective of customers' perceived value and objective situational factors. The online learning platform for middle school students has a unique situation of users (students) using and customers (parents) paying. When it studies the influencing factors of customers' (parents) willingness to pay, empirical research identifies the specific relationship between the variables of perceived value, parents' expectation, psychological distance, product quality information, word of mouth, and brand image. The three research objectives are; to analyze the influence of parents' purchase intention of online learning courses in primary and secondary schools in Guizhou; to explore the influencing factors in purchase intention, and to suggest the improvement of online student learning courses for parents’ acceptance in Guizhou.