A Research On The Use And Acceptance Behavior Of Education Live Video Streaming Based On Technology Acceptance Model

In this dissertation,based on the Technology Acceptance Model(TAM),I explored the factors that will influence the behavioral intentions and the actual use of the online education streaming platforms.In the process of constructing the study model,I expanded the original TAM Theory according to the Information System Success Model(ISSM)in order to explore the Pre-variables that influences the users' Perceived Ease of Use,Perceived Usefulness—Information Quality,System Quality and Service Quality.The questionnaire and the deep interview are combined in the study.The questionnaire data is collected through the online platform called “ Wenjuan Xing” and the face-to-face survey in Songjiang University Town.The information collection of the deep interview is mainly through phone interview.The collected data has been processed by a series of statistical analysis including the descriptive statistical analysis,the reliability analysis,the validity analysis,the correlation analysis as well as the regression analysis.The result showed that Information Quality,System Quality,Service Quality and the Perceived Ease of Use had a significant effect on the users' Perceived Usefulness,Information Quality,System Quality,Service Quality had a significant effect on the users' Perceived Ease of Use,the users' Perceived Usefulness and Perceived Ease of Use had a significant effect on the users' Behavioral Attitude.Perceived Usefulness and Behavioral Intention had a significant effect on the users' Behavioral Intention.And the users' Behavioral Intention had a significant effect on the Use Behavior eventually.The research discussed the Behavioral Intention of users on the online education streaming platforms and explored the using situation about live education streaming videos.According to the results of the data analysis,some suggestions are given to the operatio and further development of the platform.For example,the operator should make the contents deeper and strive to refine the needs of the users,at the same time,VR technology can be used to add the sense of reality in order to provide a better user experience to the customers and continue their use behavior.