Research On The Influencing Factors Of User Use Behavior Of Online Pre-service Education Platform

In recent years,The employment situation of the graduates is severe.Social development has led to continuous changes in the demand of enterprises for candidates.With the rapid development of mobile network technology,the scale of online pre-vocational education users has been expanding and the scale of industry has grown rapidly.Online pre-vocational education has become a new industry which attracted considerable attention in the field of Vocational education.At the same time,the competition of online pre-vocational education market is fierce,the improvement of business model,and the accumulation of original users is an urgent concern of many online pre-vocational education enterprises.Exploring which factors affect the user's behavior of online pre-vocational education platform plays a very important role in improving the user's stickiness and making users realization.This paper will mainly focus on College students,take online pre-vocational education as the application background,and use structural equation model method to explore the key factors affecting the intention and behavior of online pre-vocational education platform.In the process of establishing the model,this paper,through sorting out domestic and foreign literature and the user adoption theory,takes the Unified Theory of Acceptance and Use of Technology(UTAUT)and Self-Determination Theory(SDT)as the theoretical basis,and combines the characteristics of online pre-vocational education platform,including interaction,customization,content quality and interface design,adds new intrinsic actions on the basis of the original model.In addition,gender and subject background are selected as moderator variables to analyze the influencing factors of users' intention and behavior to use online pre-vocational education platform in different genders and subject backgrounds.The research model of this paper is constructed and relevant hypotheses are put forward.In order to test the validity of relevant hypotheses,this study refers to previous mature research scales,combined with the characteristics of online pre-vocational education platform,designed the questionnaire in this paper.Based on the structural equation model,the reliability and validity of the measurement model,the adaptability of the structural model and the path relationship are analyzed.This paper explores the impact of various factors on the user behavior of online pre-vocational education platform,and finds out the key factors.Finally,it discusses and summarizes the results of this study,and puts forward some feasible management strategies for online pre-vocational education operators.