An Empirical Analysis On The Factors Influencing The University Students' Repurchase Intention Of The Online Education Platforms

The prosperity of the Internet has promoted the development of online education platform.The appearance of online payment makes consumers' lives more convenience and transfers their way of life as well.The share commerce and the update of consuming mode have become catalysts from free mode to payment mode.The value of online education has been acknowledged by an increasing number of consumers and it has become a popular way to pay for the online information.The market valuation of online education increases dramatically and online education becomes the newly capital favourite.The popular market always means extreme competition.How to use the digital technology,how to efficient disposition of resources and how to build excellent brand image would be the target of this thesis.Based on technology acceptance model(TAM)and flow experience,combined with innovation diffusion theory,planning theory and perceptual value theory,this thesis constructs the repurchase influencing factors model of consumer online education platform,puting on research hypothesis.By designing scale,questionnaires,the data were collected and analyzed by the data analysis software SPSS24.0 and AMOS21.0,given descriptive statistical analysis,and a series of test and SEM analysis.The results show that "behavioral attitude","subjective norm","innovation" and "flow experience" have positive effect on the intention of consumers to repurchase the online education platform.Among those,"perceived useness" and "perceived easyness" have positive effect on "perceived attitude".In this circumustance,"perceived price" doesn't have obviouse effect on "behavioral attitude"."Flow experience" not only gets impact from "network connection",but also from " innovation".This thesis also study the influencing factors of choosing Chinese and foreign online education platform,mainly MOOCs,on one hand exploring the reasons for consumers to choose a platform,on the other hand testifing whether the impact of the factors above is applicable to explain.The results predict that Chinese online platforms are more popular among university students,and the main reason is that Chinese platforms are better performed in "subjective","innovation" and "flow experience",etc.By intergrating theory with the specific case,this thesis provides effective suggestions for online education platform companies to inprove consumers repurchase intention from four dimensions so that platform companies can earn great fortune and bestow better courses for consumers.