在线教育平台用户持续使用意愿影响因素实证研究

Empirical Research on Factors Affecting Users' Willingness to Continuously Use Online Education Platform

互联网技术的发展和终身学习理念的普及,在线教育作为一种新的重要形式得到快速发展,用户对在线教育的持续使用研究是保证互联网教育企业持续发展的基础。本文基于计划行为理论,并引入感知有用性,信任和习惯三个变量构建了在线教育平台用户持续使用意愿影响因素模型,再利用SPSS和Amos工具对模型和假设进行验证。结果显示:用户持续使用在线教育产品的意愿与用户满意度和用户的习惯直接相关,而用户满意度受到感知信任、感知有用性的影响,主观规范受到用户感知信任的影响,但主观规范对用户持续使用意愿没有直接影响。最后,为在线教育平台的管理提出一些改进措施。

With the development of Internet technology and the popularization of lifelong learning concepts,online education has developed rapidly as a new and important form.The continuous use of online education by users is the basis for ensuring the sustainable development of Internet education enterprises.Based on the theory of planned behavior and introducing the three variables of perceived usefulness,trust and habit,this paper constructs a model of the influencing factors of users'willingness to use online education platform,and then uses SPSS and Amos tools to verify the model and hypothesis.The results show that the user's willingness to continue to use online education products is directly related to user satisfaction and user habits,while user satisfaction is affected by perceived trust and perceived usefulness.Subjective norms are affected by user perceived trust,but subjective norms are for users.There is no direct impact on the willingness to continue to use.Finally,some improvements are proposed for the management of the online education platform.