Building an Economically Sustainable Online Learning Ecosystem with Freemium Model: A Sequential Mixed-Method Approach

• In Event: RTD- Models of Open Education

Short Description

This study attempts to examine online learners’ willingness to pay for high-quality online courses, and develop a model called FSEP based on the underlying assumption that learners who have a good experience with free courses are more likely to purchase the paid version. The quantitative results revealed the relationships among learners’ flow experience, satisfaction, expectations and purchasing, and their internal mechanisms. The subsequent qualitative results further validate each hypothesis proposed in the FSEP model.

Author

• Contributor: Yujie Zhou, Hong Kong Baptist University