Research on User's Willingness to Pay for Educational Content Based on the ELM

Abstract

: This article uses the elaboration likelihood model (ELM) as the foundational theoretical framework to comprehensively analyze various factors that affect the behavior of users paying for educational content in the central and peripheral pathways. This study fills the gaps in research perspectives and systems from the past and expands the application areas of the elaboration likelihood model. From a practical perspective, the research results of this paper partially address the series of problems in knowledge payment, provide feasible suggestions to enhance user stickiness of educational content payment platforms. Furthermore, the research results can also promote the high-quality development of the content payment industry and provide support for economic recovery after the pandemic.