A Research On Factors Influencing Online Education Users’ Continuance Usage Intention And Willingness To Pay For Online Courses

With the rapid development of Internet and mobile Internet technology, and the popularization of intelligent terminal and high speed Internet service, online learning as a new educational mode gradually gains its popularity. Online education shows great promise for the future, as the number of online education users is continuously growing and newly-emerged online education industry is undergoing rapid development. At the same time, emerging online education projects and enterprises bring fierce competition into the market. Online education serve providers cannot ignore the accumulation of users and the improvement of business mode. Therefore, to facilitate the behavioral analyses of online education users and the decision making in marketing, this study aim at profitable online education platform takes structural equation model (SEM) to analyze the factors influencing the users’ continuance intention and willingness to pay in terms of online education by theoretical analyses and empirical study.To find out the factors influencing the users’ continuance intention, a theoretical model of the users’continuance intention is built based on the integration of Expectation Confirmation Model (ECM), Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT). Beside, condition-related factors of online learning are introduced. In order to analyze factors influencing the users’willingness to pay, an influencing factor model of users’willingness to pay is built based on theories including perceived value and perceived risk from the perspective of merchandise. The sample size is 540 according to the questionnaires collected. The reliability and the validity of the model, structural model path relationship, and model adaptability are analyzed by SEM approach. Suggestions on promoting payment and continuous use are given according to the findings.According to the results, users’ continuance intention model built demonstrates acceptable model fit, which indicates the assumed path relationship accords with the data collected. User satisfaction, perceived usefulness, perceived ease of use and social influence are factors directly influencing the users’ continuance intention, while computer self-efficacy has no significant impact on it. However, confirmation, quality of content, perceived autonomy, system compatibility and computer self-efficacy can influence the direct potential factors to have an indirect impact on the continuous intention of using online education platform.The results of the factor support the fitting of the model of users’continuous willingness to pay for the course and indicate that the mouth and the experience of the course, perceived usefulness, perceived value, perceived trust and perceive risk are key factors directly influencing users’ willingness to pay for the course, while social factors and individual paying consciousness have no significant direct impact on users’ willingness to pay for the course (hypothesis rejected). Nevertheless social factors will indirectly influence users’willingness to pay for the course by influencing perceived trust and individual paying consciousness will indirectly influence users’ willingness to pay for the course by influencing the perceived usefulness. Quality of the information and perceived usefulness significantly positively influence users’ perceived value: positive correlation between the quality of course and the perceived usefulness is found, while negate correlation is found between the perceive cost and perceived value.