| With the popularity of big data,cloud computing,artificial intelligence and other Internet technologies,online learning is developing rapidly.As China's online language education industry research report reported,in 2015,China online language education market reached 23 billion 600 million yuan,and the user scale is 17 million 660 thousand with a year-on-year increase of 27%.Moreover,it is expected to continue to grow at a rate above 20% a few years later.Among them,the field of English training is a brisk performance,accounting for 40% of the total size of the user's language education market,and commercial online English training platform is constantly set off a financing boom.However,the platform operation is the capital of the feast undercurrents of the competition.The lower users' continuance intention in online English training platform has become the bottleneck for the survival and development of online English education platform.The difference between educational products and other goods is that online educational products are usually paid at once.If the user first course learning experience is not good,when there is a new curriculum needs,basically no longer on the same platform to purchase the required courses.Therefore,combined with the characteristics of online education platform on the background of ‘AI+' and ‘Internet+',thinking of the user's purchasing behavior and using status,this paper construct a conceptual model of online users' continuing use behavior in online English Course platform.Based on the Expectation Confirmation model,combining the information system success model and customer marketing theory,this model focus on the key factors that affecting the user's continuance intention in English Curriculum.Furthermore,the paper provides the operation suggestions for online English course education platform.The model contains nine variables,and continuous user intention is dependent variable.Others are independent variables,including information quality,service quality,system quality,perceived usefulness,satisfaction,confirm,trust,and switch cost.This study used questionnaire survey method,collecting user data on the research object like Hu Jiang and Koolearn to make an empirical study on the influencing factors of continuance intention.The conclusions show that,(1)The improved and extended Expectation Confirmation model can explain 77.31% of the variance of the online users' continuance intention,and explanatory power mainly comes from perceived usefulness,satisfaction,trust and perceived switching costs.(2)The influencing factors of customer satisfaction include confirmation,information quality and service quality.(3)The factors that influence the perceived usefulness of users are the confirmation and information quality.(4)Service quality and System quality are the factors that affect the degree of confirmation.Therefore,this paper proposes the following recommendations:(1)Deepen the classification management of course information,meet the personalized needs of users of different courses,improve the effectiveness of online education platform for users.(2)To provide users with value-added services,improve the ability of member management,enhance classroom interaction,to achieve the scene teaching,providing a unique solution to the problem.(3)The regular analysis of user demand and enhance user insight,improve the user experience,improve the user satisfaction of website.(4)Pay attention to website brand building and management,enhance credibility,enhance the user's trust in the site.(5)Improving the information quality,system quality and service quality of online English course. |
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