EXPLORING THE FACTORS INFLUENCING WILLINGNESS TO PAY FOR GENERATIVE AI COURSES

Abstract

Generative artificial intelligence (AI) technologies, including ChatGPT and DALL-E, are rapidly changing the landscape of education and professional development (Chan et al., 2023; Jo, 2024). These technologies enable learners to access new levels of creativity and personalization, enhancing the learning process and skill development. Amid this transformation, generative AI courses and exclusive communities have emerged as an innovative way for learners to acquire advanced skills and knowledge. Despite the high costs of these courses, many learners are willing to invest in them, recognizing the clear value they provide (Mehler et al., 2024). This study aims to explore the factors that drive learners' willingness to pay for AI courses, using Perceived Value Theory as a framework. Additionally, it examines how individual factors such as technological proficiency and prior knowledge of AI influence this relationship. By exploring these factors, the research seeks to contribute to the understanding of value-driven behavior in AI education and offer practical insights for course designers and educational institutions.