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

<table class="table-group" id="tab6"><tr><td><table class="table"><tr><td class="thead-hr" colspan="2"><hr/></td></tr><tr class="thead"><td class="align_left">Concept</td><td class="align_center">Main category</td></tr><tr><td class="thead-hr" colspan="2"><hr/></td></tr><tr><td class="align_left" rowspan="2">N1 course information</td><td class="align_center">C1 teaching information</td></tr><tr><td class="align_center">C2 teacher and student information</td></tr><tr><td class="align_left">N2 perceived risk</td><td class="align_center">C3 perceived risk</td></tr><tr><td class="align_left">N3 perceived cost</td><td class="align_center">C4 perceived cost</td></tr><tr><td class="align_left" rowspan="2">N4 social influence</td><td class="align_center">C5 recommendations from people around</td></tr><tr><td class="align_center">C6 external publicity</td></tr><tr><td class="align_left" rowspan="2">N5 perceived usefulness</td><td class="align_center">C7 help to improve learning</td></tr><tr><td class="align_center">C8 help to improve ability</td></tr><tr><td class="align_left">N6 perceived value</td><td class="align_center">C9 perceived value</td></tr><tr><td class="align_left">N7 online comments</td><td class="align_center">C10 online comments</td></tr><tr><td class="align_left">N8 willingness to pay</td><td class="align_center">C11 willingness to pay</td></tr><tr class="table-tr"><td colspan="2"><hr class="tbody-hr"/></td></tr></table></td></tr></table>

Mobile Information Systems

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Table 6

Table 6: A Study on Parents’ Willingness to Pay for Online Learning of Middle School Students Based on Perceived Value 