Factors Influencing Users' Continuous Use Intention On The Online Education Platform

With the development of emerging technology like Big Data and government's emphasis on online education industry,online education industry is developing rapidly.Baidu,Netease and other companies compete to launch their own online education platform,which leads to a competitive market of online education.Online education platform is the main way for users to learn online,and the user experience will affect their use intention.From the perspective of the user experience,we research the factors influencing users' continuous use intention on the online education platform.This can enrich the theoretical studies in terms of users' behavior of online learning as well as provide recommendations on developing strategies for online education platforms and educational content producers.The study is of great significance.After summarizing and reviewing the study of online education,we find that research of users' continuous use intention on online education platforms is usually made from the perspective of pedagogy or information systems,which has some certain defects.Besides,there is a lack of empirical research on users'continuous use intention from the perspective of user experience.Based on Perceived Value Theory,Information System Success Model,Interaction Theory and the unique features of online education platform,we build a research model for factors influencing users' continuous use intention from the perspective of the user experience and put forward hypotheses.In the empirical research,we establish 16 types of experimental scenarios and collect 354 valid questionnaires.Then we use SmartPLS3.0 and SPSS21.0 for data reliability test,validity test,model fitting and path analysis.The results show that:(1)Perceived profit has a positive effect on users' continuous use intention,while perceived cost has a negative effect.(2)Users' functional experience,emotional experience and social experience have a positive impact on perceived profit.Users' functional experience and emotional experience will reduce perceived loss,while social experience will increase users' perceived cost.(3)The quality of platform system will partly affect users' functional experience,emotional experience and social experience.(4)Course timeliness,relevance,authority,educational meanings and richness will positively affect users' functional experience and emotional experience.(5)Mutual Interactions between students and teachers have.a positive influence on users,functional experience,emotional experience and social experience,and Interactions among students will positively affect users' social experience.(6)Course type and user features manifest significant distinctions in the perception dimension,which further influence the users' continuous use intention.According to the conclusions of the empirical research,we propose some feasible advice for online education platforms and course content producers.For example,online education platform should pay attention to the social activities in the platform,establish mechanisms to encourage learning interactions and limit meaningless social behavior.And for course content producers,they should improve the existing evaluation mechanism,and judge the courses based on the scoring of timeliness,relevance,educational meanings and other features.The contribution of this paper is that based on Perceived Value Theory,Information System success model,Interaction Theory and the unique features of online education platform,we build a research model for fators influencing users'continuous use intention from the perspective of user experience.Through empirical research,we find some valuable conclusions and propose some feasible advice for online education platforms and course content producers.