| With the rapid development of Internet information technology and the full popularization of mobile terminals,the education industry has also advanced with the times and joined the Internet + era.At this stage,the macro environment of China’s online education is favorable.The development of mobile and networked lifestyles,the rising demand for education,and the iterative updating of technology have injected a steady stream of momentum into the development of China’s online education.But there are also some imminent problems: On the one hand,from the demand side,users’ recognition of online education has been continuously improved,and higher requirements have been placed on the type and depth of online education.Users have multiple categories,multiple choices,The demand for high-quality online learning content is growing.On the other hand,from the perspective of the supply side,most educational institutions and teachers bear the role of education surplus output.The phenomenon of homogeneity of products provided by commercial online education companies is serious,resulting in low perceived value of customers,which makes users The phenomenon of low continued willingness to use,high user turnover,and low loyalty is becoming increasingly serious.Therefore,it is very important to study the influencing factors and mechanisms of users’ continuous use intentions.This article will take the perceived value provided by the supply side and the user characteristics of the demand side as the starting point,delve deeply into the impact mechanism,and provide business recommendations for commercial online education companies.To reduce unnecessary costs for users.First,this article reviews and summarizes the connotation of online education and commercialized online education,the research methods and research results of online education-related literature using user use stages as clues,theories of customer perceived value and personality traits.The hypothesis put forward the theoretical foundation.Second,the maturity scale is used to determine the measurement of each study variable to form a questionnaire and implement a pre-investigation to verify the reliability and validity of the questionnaire.Thirdly,a formal survey was conducted and the results of the survey were analyzed using SPSS25 to verify the research model and research hypotheses.The following conclusions were obtained:(1)The functional value,emotional value,and social value of users’ perception of commercialized online education products / services will have a significant positive impact on users’ continuous use intentions,and promote the users’ continuous use intentions through the mediating role of satisfaction.(2)Moderating role of personality traits: The openness and pleasantness of commercial online education enterprise users have a positively regulating role on the relationship between functional value,emotional value and social value and user satisfaction;due diligence traits It has a positively increasing regulating effect on the relationship between functional value and user satisfaction;extroversion has a positively increasing regulating effect on the relationship between emotional value and social value and user satisfaction.Finally,based on the research conclusions,this article provides the following suggestions for commercial online education companies to maintain customers and enhance users’ intentions for continuous use:(1)Multi-angle improvement of user satisfaction: attach importance to satisfaction and start with enterprise products and services.Create and enhance users’ perceived value(functional value,emotional value,social value),thereby effectively improving user satisfaction.(2)Digging deeper into user information to identify user characteristics,using advanced technical means to mine user information and determining user characteristics.(3)Differentiated marketing based on user characteristics makes commercial online education enterprises stand out in the market of homogeneous products. |
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