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The online learning platform for middle school students has a special situation of users (students) using and customers (parents) paying. When it studies the influencing factors of customers (parents) willingness to pay, it puts aside the interference of users\u2019 using influencing factors and conducts a separate study. Firstly, the exploratory research based on the grounded theory carries out category extraction and model construction. Secondly, through empirical research to identify the specific relationship between the variables, we finally get the specific influencing factors of perceived value that affect customers\u2019 willingness to pay. In objective situations, social influence directly affects customers\u2019 willingness to pay. Online comments play a positive moderating role in the impact of perceived value on willingness to pay.<\/jats:p>","DOI":"10.1155\/2021\/4300434","type":"journal-article","created":{"date-parts":[[2021,12,18]],"date-time":"2021-12-18T20:50:07Z","timestamp":1639860607000},"page":"1-15","source":"Crossref","is-referenced-by-count":4,"title":["A Study on Parents\u2019 Willingness to Pay for Online Learning of Middle School Students Based on Perceived Value"],"prefix":"10.1155","volume":"2021","author":[{"given":"Guomin","family":"Chen","sequence":"first","affiliation":[{"name":"School of Management, Guilin University of Aerospace Technology, Guilin, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Xiaoyong","family":"Zhou","sequence":"additional","affiliation":[{"name":"School of Management, Guilin University of Aerospace Technology, Guilin, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yingwei","family":"Jin","sequence":"additional","affiliation":[{"name":"Dalian University of Technology, Dalian, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0753-9415","authenticated-orcid":true,"given":"Yang","family":"Liu","sequence":"additional","affiliation":[{"name":"Jilin Business and Technology College, Changchun, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","reference":[{"key":"1","doi-asserted-by":"publisher","DOI":"10.1016\/j.compedu.2019.103617"},{"key":"2","doi-asserted-by":"publisher","DOI":"10.1016\/j.compedu.2017.08.006"},{"key":"3","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2016.08.044"},{"key":"4","doi-asserted-by":"publisher","DOI":"10.1016\/j.compedu.2006.06.001"},{"key":"5","doi-asserted-by":"crossref","first-page":"1177","DOI":"10.1016\/j.compedu.2009.06.001","article-title":"The role of self-determination theory in explaining teachers\u2019 motivation to continue to use E-learning technology","volume":"53","author":"\u00d8. 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