大学生线上付费学习的持续使用意向探究——以广州地区为例

Exploration of the Continuous Use Intention of College Students’ Online Paid Learning——Taking Guangzhou as an Example

在线上付费学习模式日渐成熟的时代背景下,探究线上付费学习中用户付费意愿的影响因素具有重要意义。本文以期望确认模型为基础,以广州地区高校学生为调查对象,分析使用者持续使用线上付费学习的影响因素以及未使用者不选择线上付费学习的原因。研究表明:期望确认度正向影响感知有用性和持续使用意向,间接通过满意度正向预测持续使用意向。而未使用线上付费学习的因素,主要是课程的使用效果,其次是价格因素。

Under the background of the increasingly mature online paid learning model, it is of great significance to explore the influencing factors of users’ intention to pay in online paid learning. Based on the expected confirmation model and the survey of college students in Guangzhou, this study analyzes the influencing factors of users’ continuous use of online paid learning and the reasons why non-users do not choose online paid learning. The research shows that expectation confirmation positively af fects perceived usefulness and continuous use intention, and indirectly predicts continuous use intention through positive satisfaction. The factors influencing users not using online paid learning mainly lie in the ef fectiveness of the courses,followed by the price factor.