Title: Factors affecting the willingness of college students in Mainland China to pay for mobile learning

Authors: Dan Chen; Hongyi Wu; Ya Sun; Jing Jin

Addresses: School of Management, Jilin University, 5988 People Street, Changchun, Jilin, China ' School of Management, Jilin University, 5988 People Street, Changchun, Jilin, China ' School of Management, Jilin University, 5988 People Street, Changchun, Jilin, China ' School of Management, Jilin University, 5988 People Street, Changchun, Jilin, China

Abstract: With the increasing popularity of mobile internet technology and devices in China, mobile learning is on the rise. College students, the main users of smart devices, have become consumers. Based on the theory of perceived value, this study uses social factors (including interpersonal influence and online word of mouth) and personal payment awareness to build a model of students' willingness to pay for mobile learning, aiming to explore its determinants. The results show that personal payment awareness, perceived value, and interpersonal influence have a significant impact on their willingness to pay. Among them, perceived quality, perceived mobility value, and perceived value have significant positive correlations, while perceived risk and perceived value have significant negative correlations.

Keywords: mobile learning; willingness to pay; determinants; theory of perceived value; China.

DOI: 10.1504/IJMC.2021.113462

International Journal of Mobile Communications, 2021 Vol.19 No.2, pp.234 - 251

Received: 30 Jan 2019
Accepted: 25 Nov 2019
Published online: 05 Mar 2021 *

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