Research On Users' Continuance Intention Toward Onlion Education

According to the 2017 global education report from HSBC,the Chinese mainland to average spending $42892 and ranks the world's fifth based on the report data in various areas of the world average education spending to present the trend of increasing year by year.At the same time,with the rapid development of mobile network technology,mobile online education has gradually become a leader in the development of education industry.Online education has broken the traditional education industry in terms of time and space for students,students can according to their wishes to receive education in planning schedule,can be obtained by means of video,audio,education services.Online education is also broad market prospects,make it won the wide attention of education industry,a variety of a variety of online education platform enterprises are emerging,set off a war of no gunpowder smoke.Therefore,how to seize the resources of the original customers in the market and maintain the long-term use of customers becomes the core objective of online education platform,the enterprise to improve its business model and explore the business model.Based on the big background of the online education market,the paper will accept online education service users as the research main body,take the empirical research and analysis method of combining the structural equation model,the analysis of online education platform enterprise user behavior patterns,explore factors that influence the users continue to use intention for online education enterprise's operation and development,business strategy formulation to provide a certain degree of theoretical support.To find out the factors affecting the will of users continue to use,the scholars at home and abroad a large number of documents,this paper based on the technology acceptance model,information system is expected to confirm model(ECM)and self-determination theory,this study explore the online education users continued use will influence factors model.Based on TAM and ECM model,introduces the content,interactive perception,perception of quality cost,the intrinsic motivation of four variables,build the contains eight hypothesis model of latent variables,enrich the studies the effect of variable extension,refer to the mediation effect clear direct influence factors and the relationship between the indirect influence factors.Study found that online education platform by integrating the high-quality curriculum content,strengthen the learning process of interaction between teachers and students,the user and community recommendation mechanism,pay attention to the platform for marketing and user experience,enhance the use of user expectations after confirmation and use satisfaction,continuous use intention to users and user viscosity increase will have a positive effect,this research conclusion to improve users continue to use will have important practical significance.