Research On The Factors Influencing Online Education Paid Users? Continuance Usage Willingness

Under the background of the comprehensive penetration of “Internet Plus”,traditional industries have explored a transitional path that integrates with the Internet.As a typical traditional service industry,education services have also begun to seek innovation in recent years,and continue to seek development paths that integrate with the Internet.With the universal recognition of online learning methods and the strong support of national policies,the market for online education has rapidly expanded.Although online education has become one of the hottest concepts on the Internet today,it has always been difficult to get out of the embarrassing situation.Based on this,based on combing related theories and literatures,this paper integrates expectation confirmation model(ECM)and information system success model(D&M),and at the same time,combines the actual situation of online education paying users,and adds relevant enabling factors to build online.A structured model of the willingness to use paid users is educated.After empirical tests,the model's suitability and related theoretical assumptions are tested.In this paper,the users who have purchased and used the online education platform as the survey object,through the questionnaire survey data collection,obtained a total of 217 valid sample data.The results of this paper show that: the post-integration expectation validation and information system success model can effectively explain the user's continuous use intention;among the 13 theoretical assumptions involved in the model,the system quality has no significant effect on the expected confirmation and the service quality is useful for perception.The effects of sexuality are not significant,subjective norms have no significant effect on the willingness to continue use,and other assumptions are significant;in addition,the information quality,system quality,and service quality of the online education platform can indirectly affect the continuous use of paying users by acting on other factors.Willingness.Finally,according to the current situation of the development of online education in our country,the article provides relevant suggestions for its management and operation,and points out the deficiencies of this study and future research directions.