An Empirical Study on Users' Intention to Pay in B2C Online Education Platform

Online education has been developing since the 1990s, and many traditional education institutions have begun to explore online education development models. Therefore, this paper aims to study the new profit model of B2C online education and improve user stickiness and intention to pay, promoting the healthy development of B2C online education platforms. This paper uses a combination of structural equation model and artificial neural network prediction to conduct empirical research. 557 valid questionnaires were collected, and data analysis was performed using SPSS24.0 and Amos22.0. The research results show that perceived utilitarian value, Word-of-Mouth, and personalization have a positive effect on MOOC continuance intention, which then have a positive effect on willingness to pay with perceived price fairness. The innovation of this research is to build a structural equation model by reading the literature, and then combine it with artificial neural network methods. Few scholars in the field of B2C online education used two empirical methods. The research of this paper is specifically targeted at B2C online education companies, and the results have important guiding effects in this field.