The proliferation of the COVID-19 pandemic exerted tremendous pressure on physical and online educational systems. The significant constraints combined with the high need for online education have prompted service providers to develop premium online educational services. Investigating the factors influencing consumers' willingness to pay for premium online education services, which are designed to cater to students with different learning attitudes and habits, can help service providers better understand their target consumer behaviors, align their services with consumer needs, and enhance service effectiveness (Ali & Ali, 2020). While previous studies address the above issues in relatively traditional education service industries by examining key success factors related to student behavioral traits, this study explores consumer behaviors regarding premium education services in cyberspace, a fundamentally new setting for consumer education services regardless of program types, via an integrated customer engagement theory (Khan et al., 2023)(Bai et al.2024).