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| Main category | Subcategory | Primitive category |
|
| C1 teaching information | M1 curriculum information | B1 course flow arrangement |
| B2 fragmentation of course time |
| B3 teaching time |
| M2 course content information | B4 sequence of content arrangement |
| B5 The difficulty of course content |
| B6 The content is clear |
| B7 syllabus |
| B8 course content system |
| M3 course service information | B9 course supporting services |
|
| C2 teacher and student information | M4 teacher information | B10 teacher’s experience |
| B11 teaching methods |
| B12 teacher qualification |
| B13 teacher style |
| B14 teacher’s detailed introduction |
| B15 teachers’ conduct |
| M5 excellent student information | B16 excellent students |
|
| C3 perceived risk | M6 time risk | B17 waste time |
| M7 physical risk | B18 care for children’s eyes |
| M8 study risk | B19 children do not like it |
| B20 bad learning effect |
| B21 bad learning result |
| M9 system risk | B22 system delete |
|
| C4 perceived cost | M10 sunk cost | B23 waste money |
| M11 cost performance | B24 focus on cost performance |
| M12 price affordability | B25 affordable price |
| B26 beyond affordability |
| M13 spend money on learning | B27 courses need to be paid |
| M14 high curriculum fees | B28 high price |
| M15 charging frequency | B29 charging interval |
|
| C5 recommendations from people around | M16 teacher’s recommendation | B30 teacher’s recommendation |
| M17 parents’ recommendation | B31 recommended by parents communication group |
| B32 recommended by parents |
| B33 parents’ meeting consultation |
| M18 recommended by friends | B34 recommended by friends |
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| C6 external publicity | M19 media publicity | B35 network media publicity |
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| C7 help to improve learning | M20 improve learning outcomes | B36 coping with exams |
| B37 achieve the goal |
| B38 improve the level of Chinese |
| M21 meet learning needs | B39 focus on teaching |
| B40 the needs of the curriculum |
| B41 the content meets the needs of children |
| M22 curriculum practicality | B42 emergency learning |
| B43 course application |
|
| C8 help to improve ability | M23 improve learning ability | B44 improve children’s ability |
| B45 improve mathematical thinking |
|
| C9 perceived value | M24 the learning effect is remarkable | B46 beyond expectations |
| B47 obvious progress |
| B48 the effect is remarkable |
| M25 master key learning methods | B49 learn the key points |
| M26 the course is highly targeted | B50 targeted learning |
| B51 explanation of regional examination questions |
| M27 the platform is highly professional | B52 platform major and main courses |
| B53 the course arrangement is reasonable |
| M28 perfect course service | B54 building a learning group |
| B55 mock examination |
| B56 intelligent question bank |
| B57 course playback does not expire |
| B58 microblog Q & A |
|
| C10 online comments | M29 content review | B59 content review |
| M30 impact assessment | B60 impact assessment |
| M31 teacher evaluation | B61 teacher evaluation |
| B62 celebrity effect |
| M32 word of mouth review | B63 public praise |
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| C11 willingness to pay | M33 course payment | B64 payment options |
| B65 payment basis |
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