線上教育產品訂閱期長之影響因子：以閱讀素養產品為例

Abstract

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As subscription-based business models continue to gain traction across the board, users can essentially purchase a subscription service for just about anything other than only newspapers and music streaming services. However, research on subscriptions in the past mostly focus on magazines and traditional utility businesses only. As online learning has become an emerging market around the globe, we conducted this study to identify factors affecting the subscription of online educational products. In this study, we collect real subscription records and the corresponding learning records of both elementary school and junior high school students in Taiwan to analyze what factors may be impacting the length of subscription periods. The record is collected from company P, an online educational products provider, and we take its reading-comprehension product as an example. The results of this study indicate that factors affecting elementary school and junior high school students vary. The length of time spent for completing missions matters for elementary school students, while the average correctness rate and mission completion rate are what subscribers for junior high school students care about. The findings suggest that companies should, in general, make the difficulty level of online learning content “above average” rather than “below average” in order to better retain the subscribers.