IJIMT 2017 Vol.8(5): 354-358 ISSN: 2010-0248
doi: 10.18178/ijimt.2017.8.5.753

The Role of Perceived Value on Online Learning Applications’ Users

Yuping Wu, Huayong Dai, and Mengchen Lin
Abstract— This study bases on the customers’ perceived value in the context of using online learning application (App). The aim of this study is to provide the development marketing strategy and product positioning in the future. This study investigates the relationships among satisfaction, trust, affective commitment and calculative commitment. This research adopts structural equation modeling. The results indicate that all hypotheses are supported. Perception value has significant and positive effects on both satisfaction and trust. Both satisfaction and trust has significant and positive effects on affective commitment and calculative commitment, respectively.

Index Terms— Online learning application, perceived value, affective commitment, calculative commitment.

The authors are with the Hubei University of Economic, Wuhan, Hubei, China (e-mail: 2434519927@qq.com, dhuayong@hbue.edu.cn, mengchen0608@gmail.com).

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Cite: Yuping Wu, Huayong Dai, and Mengchen Lin, " The Role of Perceived Value on Online Learning Applications’ Users," International Journal of Innovation, Management and Technology vol. 8, no. 5, pp. 354-358, 2017.

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