在线教育平台用户满意度影响因素实证研究——基于技术接受模型和期望确认理论

An Empirical Study on the Factors Influencing User Satisfaction of Online Education Platforms——Based on the Technology Acceptance Model and Expectation Confirmation Theory

“互联网+”背景下在线教育平台存在的普遍问题是用户满意度低、持续使用意愿不高。结合技术接受模型和期望确认理论,利用问卷调查法、定量分析法进行文献总结和数据分析后,得出在线教育平台用户满意度受到感知有用性、感知互动性、感知易用性、期望确认度、免费内容、营销方式的影响是显著的,口碑因素不显著的结论。建议优化平台搜索引擎,有效利用免费内容对平台实力进行展示和宣传,鼓励用户进行对学习有帮助的互动行为,以期提升用户满意度,从而加强用户粘性和对平台产品的忠诚度。

Under the background of“Internet+”,the common problems of online education platforms are low user satisfaction and low willingness to continue to use.Combining the TAM model and the expectation confirmation theory,using the questionnaire survey method and the quantitative analysis method to summarize the literature and analyze the data,it is concluded that the user satisfaction of the online education platform is significantly affected by perceived usefulness,perceived interactivity,perceived ease of use,expectation confirmation,free content,and marketing methods,while the word-of-mouth factor is not significant.In order to improve user satisfaction,thereby strengthening user stickiness and loyalty to platform products,it is recommended to optimize the platform s search engine,effectively utilize free content to showcase and publicize the platform s strength,and encourage users to engage in interactive behaviors that are helpful for learning.