Adaptation of the digital user experience scale (DCX) to measure student experience in online education: The role of personalization, perceived value and willingness to pay

Ivana Petković; Tanja Vujović; Ivan Božović

doi:10.71159/icemit2528P

Authors

Ivana Petković Academy of Professional Studies South Serbia, Department of Business School Leskovac, Serbia
Tanja Vujović University of Priština in Kosovska Mitrovica, Faculty of Economics, Kosovska Mitrovica, Serbia
Ivan Božović University of Priština in Kosovska Mitrovica, Faculty of Economics, Kosovska Mitrovica, Serbia

DOI:

https://doi.org/10.71159/icemit2528P

Keywords:

personalization, digital customer experience, PERVAL, willingness to pay, online education

Abstract

Online education has rapidly expanded as a dominant form of learning, yet its long-term sustainability depends on students’ willingness to pay (WTP) for digital learning services. While prior studies emphasize the importance of user experience and value perception in consumer decisions, empirical evidence from the Western Balkans remains scarce. This paper investigates the role of perceived value (PERVAL) as a mediator between personalization, digital customer experience (DCX), and marketing efforts (PMN) on the one hand, and willingness to pay on the other. The study was conducted on a sample of 500 students in Serbia, using validated scales for each construct. Data analysis included exploratory and confirmatory factor analysis, as well as structural equation modeling (SEM). The results indicate that personalization and DCX significantly increase perceived value, which strongly predicts WTP, while marketing efforts have a weaker but still significant impact. The findings provide both theoretical contributions to the literature on digital education economics and practical guidelines for EdTech companies and higher education institutions seeking to enhance the sustainability of online programs. This study not only extends the application of DCX to educational contexts but also provides actionable insights for international higher education institutions and EdTech companies aiming to enhance the sustainability of digital learning programs.

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