Research On Users' Sustainable Use Behavior And Influencing Factors Of B2B2C Online Education Platform

In recent years,with the development of economy and social progress,people's living standards are constantly improving.After the most basic material needs have been met,the demand for education is also rising.Under the background of the rapid development of mobile Internet technology and the gradual popularization of mobile intelligent terminal devices,the development trend of online education industry has gradually returned to a steady state after a period of rapid growth.However,while the development of the industry tends to be stable,the evolution of online education is still in full swing.The rise of network courses,the spread of MOOC model,the development of mobile education platform,the emergence of knowledge payment application,different functions and forms of education learning products are all in a blowout-type development.Among them,with the full technical support and favorable industry environment,B2B2 C online education platform came into being.From the point of view of the needs of online learning users,students have a growing demand for multi-category,multi-choice,high-quality online learning,while the willingness to pay for investment in education continues to rise,while aggregating multi-domain professional content.The B2B2 C online education platform,which is reexamined and revisited,is a product of mutual agreement with users' needs.However,with the continuous influx of new start-up companies and the resulting B2B2 C model,new products are blooming everywhere,and the intermingling quality of products leads to the bottleneck of the development of the whole industry.B2B2 C online education platform operators into poor product experience,low viscosity of users in the dilemma.In this context,this study takes the online education platform under the B2B2 C model as the research object,firstly defines the concept of its continuous using behavior.Then,establish the user continuous use process model of B2B2 C online education platform via browsing the research summaries and results of domestic and foreign scholars.Andexplain the user's continuous use behavior of B2B2 C online education platform in stages.Finally,the platform users are surveyed and analyzed for the continuous use behavior,mainly to explore the user's behavior habits and the reasons for the continuous use of the platform.Based on the survey results basic theory,this paper constructs a model of the influencing factors of users' willingness to use online education platform under B2B2 C mode,and proposes relevant hypotheses.Through questionnaires and empirical research methods,the factors affecting users' continuous use of B2B2 C online education platform were explored.According to the research conclusions,the platform improvement strategy is proposed to provide reference for B2B2 C online education platform operators.