| The online English learning course breaks the imbalance of educational resources distribution and improves the availability of English learning resources.It has become an effective way for learners to choose and improve their English.Due to the large number of online English learning platforms,how to improve users’willingness to adopt and user loyalty is an important issue for online English learning platform course marketing and service improvement At present,most of the research on the user’s willingness to adopt focuses on the user perception dimension and the user experience dimension,while ignoring the common influence of the two.Therefore,this paper conducts an in-depth analysis of the common influences of user perception and experience to explore the influencing factors of users’ willingness to choose online English courses.The main research work includes:(1)Construct the basic model of the research:Analyze and summarize the various models of the user’s willingness to adopt,and based on the characteristics of the online English learning platform,extract 9 factors from the existing research basic model,and build the basic model based on the relevant assumptions.(2)Measurement factor of design factor:Analyze the measurement items of each factor in the basic model,and revise the item based on the characteristics of online English course,and finally obtain the measurement questions of 8 influence factors except "satisfaction".item.For the inpact factor of "satisfaction",by extracting the user evaluation of the online English platform course,the measurement items of"satisfaction" were redesigned,and the questionnaire design work of the thesis research was completed.(3)Collection of questionnaires and data analysis:Data were collected through online surveys and random paper questionnaires distributed to target groups in the fiekl.Reliability analysis and validity analysis were used to verify the credibility of the questionnaire and the validity of the measurement items.Regression analysis was performed on each factor to test the correlation between the factors.(4)Proposal:According to the results of regression analysis,motivation incentives,flow experience,and performance expectations have a significant impact on users’ willingness to continue to use.Based on this,an operational strategy of curriculum classification,regular incentives,and timely feedback is proposed to increase user stickiness.Improve platform services.This paper studies the influencing factors of the continuous use intention of online English learning platform users,and provides a reliable theoretical basis for the online English learning platform marketing practice.In addition,according to the research conclusions presented in this paper,the online English learning platform can be used to improve the service quality,enhance the user’s willingness to use continuously,and enhance the potential value of the platform. |
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