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

Table 8

Results of confirmatory factor analysis.

Dimension	Subject	Parameter significance estimation				Factor load	Subject reliability	Composite reliability	Convergent validity
		Unstd.	S.E.	t value		Std.	SMC	CR	AVE
CI	CI1	1.000		NA		0.835	0.697	0.926	0.807
	CI2	1.077	0.033	33.108		0.935	0.874
	CI3	1.053	0.032	32.673		0.922	0.850
PU	PU1	1.000		NA		0.785	0.616	0.921	0.797
	PU2	1.208	0.041	29.742		0.943	0.889
	PU3	1.210	0.041	29.718		0.942	0.887
PV	PV1	1.000		NA		0.745	0.555	0.890	0.670
	PV2	1.061	0.051	20.866		0.771	0.594
	PV3	1.193	0.050	23.725		0.877	0.769
	PV4	1.170	0.050	23.602		0.872	0.760
PR	PR1	1.000		NA		0.767	0.588	0.868	0.689
	PR2	1.217	0.053	23.091		0.925	0.856
	PR3	1.028	0.047	22.076		0.789	0.623
PC	PC1	1.000		NA		0.838	0.702	0.782	0.548
	PC2	0.819	0.053	15.315		0.734	0.539
	PC3	0.728	0.050	14.512		0.635	0.403
SI	SI1	1.000		NA		0.851	0.724	0.824	0.611
	SI2	0.876	0.046	18.961		0.768	0.590
	SI3	0.830	0.045	18.347		0.721	0.520
WTP	WTP1	1.000		NA		0.777	0.604	0.909	0.715
	WTP2	1.065	0.045	23.906		0.816	0.666
	WTP3	1.175	0.045	25.938		0.873	0.762
	WTP4	1.177	0.043	27.069		0.910	0.828
OC	OC1	1.000		NA		0.663	0.440	0.803	0.507
	OC2	1.185	0.072	16.395		0.783	0.613
	OC3	1.159	0.071	16.372		0.780	0.608
	OC4	0.862	0.063	13.745		0.607	0.368

Note 1. CI = course information; PV = perceived value; PU = perceived usefulness; PR = perceived risk; PC = perceived cost; WTP = willingness to pay; SI = social influence; OC = online comments. Unstd. = unstandardized factor loading; S.E. = standard error; t value = critical ratios; NA = not available (regression coefficient is fixed to 1.0); Std. = standardized factor loading; SMC = squared multiple correlations; CR = composite reliability; AVE = average variance extracted. Note 2. ; N = 745.