Research On The Influencing Factors Of Users’ Willingness To Continue Using K12 Online Education Platform

The online education industry has developed rapidly in recent years.When the country advocates the concept of "lifelong learning",it breaks through the restrictions of time and place,and meets the needs of people to learn anytime and anywhere.The support of science and technology also makes the development of the industry more possible.Among them,the development of K12 online education is particularly prominent.Due to the serious devaluation of academic qualifications and narrow rising channels,The test is still the most important opportunity for the vast majority of students to change their fate.Therefore,parents pay more and more attention to children’s education.But at the same time,enterprises also begin to face more and more competition.In the field of K12 online education,the cost of acquiring new customers has been high.For K12 online education enterprises,if they want to obtain more revenue,they need to maintain the user relationship,enhance the user stickiness,and enhance their willingness to continue to use the platform after obtaining new users.Through the analysis of user behavior in this field,this paper finds that parent users are involved in more links in the use process of the platform,and they are the buyers of the platform products,which is also the most direct source of revenue of the platform.Therefore,this paper decided to explore the influencing factors of the users’ willingness to continue using K12 online education platform from the perspective of parents.According to a large number of literature and theoretical models,as well as the results of interviews with some users,based on the Expectation–Confirmation Theory in Information System model,this paper constructs a research model by integrating the content quality,service quality and system quality of the information system success model.In addition,according to the interview results and previous theoretical results,we add the variable of perceived switching cost to further improve the model.After the establishment of the model,we referred to the more mature scale of predecessors,compiled the questionnaire of this study and conducted a pre survey.After proving the validity of the questionnaire,we issued the questionnaire and collected 275 valid sample data.Through SPSS and AMOS software,we conducted reliability and validity analysis on the data,as well as difference significance analysis and structural equation model analysis,and drew the following conclusions: First,perceived usefulness,satisfaction and perceived switching cost have a direct and positive impact on users’ willingness to continue using K12 online education platform.Second,Expectation Confirmation,content quality,service quality and system quality have an indirect positive impact on the users’ willingness to continue using K12 online education platform through satisfaction.Among them,expected confirmation and content quality also indirectly affect the users’ willingness to continue using K12 online education platform through perceived usefulness.Third,educational background has a significant impact on the users’ willingness to continue using K12 online education platform,while gender and occupation have no significant impact on the dependent variable.Finally,through the analysis of the research conclusions,this paper puts forward the corresponding management suggestions for K12 online education enterprises.