Continuous Use Intention Study Of Paid Language Learning APPs Based On Expectation Confirmation Model

The paid language learning APPs face a good opportunity for development with the reasons of rapid development of the mobile internet,the increasing awareness of knowledge payment and the widespread demand for foreign language learning.Traditional online and offline language training institutions and emerging language training institutions specializing in mobile internet are all competing fiercely in the field of developing mobile APPs.Based on the Expectation Confirmation Model(ECM),this paper conducts an empirical study on the persistent intention of paid language learning APPs.On the theoretical basis,this study selects the Expectation Confirmation Model,and integrates the Perceived Cost,Perceived Trust and Habit based on the original dimensions of Expectation,Perceived Usefulness,Satisfaction,and Continuous Intention.Dimensions,in order to study the continuous intention of paid language learning APP users.In terms of research methods,this study selected the questionnaire survey method that is most commonly used in the study of the expectation confirmation model,and also adopted the semi-structured interview method as an auxiliary research method.Before the start of the study,based on the previous research results and the characteristics of this study,the questionnaire and interview outline were designed,and 21 students,employed and unemployed persons were selected for pre-test and interview.In the formal questionnaire survey,335 questionnaires were distributed,and the number of valid questionnaires collected was 308,and the effective recovery rate was 91.94%.On the research design stage,after literature analysis and collation,the model of continuous intention of paid language learning APP was proposed,and 9 research hypotheses(H1-H9)were proposed based on the relationship between variables.The data in this study was mainly analyzed using the SPSS21.0 system tool.After the data of the questionnaire was entered into the SPSS,descriptive statistical analysis,reliability and validity testing,correlation analysis and demographic variable analysis were performed.The study found that the expectation degree and perceived usefulness of paid language learning APP users effects the satisfaction and continuous use intention.Perceived trust and habit effect the satisfaction and continuous use intention.While the negative impact of perceived cost and continuous use intention(H8)was not verified.Finally,this paper makes an analysis and discussion based on the above research,puts forward three suggestions on enhancing the continuous use intention of paid language learning APP users,and summarizes the shortcomings of this study and the prospects for future research.