A Study on Parents’ Willingness to Pay for Online Learning of Middle School Students Based on Perceived Value

The purpose of this study is to conduct a mixed research from the perspective of customers perceived value and objective situational factors. The online learning platform for middle school students has a special situation of users (students) using and customers (parents) paying. When it studies the influencing factors of customers (parents) willingness to pay, it puts aside the interference of users’ using influencing factors and conducts a separate study. Firstly, the exploratory research based on the grounded theory carries out category extraction and model construction. Secondly, through empirical research to identify the specific relationship between the variables, we finally get the specific influencing factors of perceived value that affect customers’ willingness to pay. In objective situations, social influence directly affects customers’ willingness to pay. Online comments play a positive moderating role in the impact of perceived value on willingness to pay.