Research On The Influence Of Online Learning Platform Technology And External Environment On Learners’ Behavior

In the past two decades,the Internet and mobile Internet related technologies have continued to develop,and the online education industry has developed rapidly.Chinese online education market has been growing rapidly for many years,and there are excellent market expectations for the development of the industry.Therefore,research on online education is very necessary and valuable.According to TOE(Technology-Organization-Environment)theory,in addition to organizational factors,technological factors and environmental factors are also important factors affecting individual technology use behavior.However,previous research mainly focused on the influence of teaching mode and learners’ own factors on the learning effect.There is a lack of research on the effect of external factors on the behavior of online learners.Based on the shortcomings of existing research,we studied the impact of platform technology(technical level factors)and COVID-19 epidemic(environmental level factors)on learners’ s learning behavior and migration behavior.This research includes the following two sub-studies:(1)Research on the impact mechanism of online learning platform technology(5G)on the migration behavior of online learners.We used the PPM(“Push-Pull-Mooring”)theory to integrate the factors that affect users’ migration into a unified model,collected 389 questionnaires,and tested hypothese using the partial least squares-structural equation model method.This study found that the system quality and relationship quality of the traditional online education platform like “pushing force”,the sense of lack of function and lack of emotion brought by the new platform like “pulling force”,individual inertia like the“mooring force”,will have impacts on learners’ willingness to migrate.(2)Research on the impact of the COVID-19 epidemic on the participation and persistence of online learners.Specifically,we collected 1826028 barrage data from 1,000 courses on the well-known online education platform Bilibili website,and used the panel regression analysis method to explore the learners’ performance(engagement)at different stages(early,middle,and late)of the epidemic’s development.Paired sample T test was used to study the change of learners’ persistence before and after the epidemic.Results show that in the early stages of the epidemic,learners’ participation in learning dropped significantly,while in the middle and late stages,learners’ participation greatly increased.In addition,during the epidemic,the perseverance of learners increased significantly.The research results not only can deepen our understanding of individuals’ participation,persistence and migration behavior on online learning platforms,but also can enrich and expand the existing theoretical research on online learners’ engagement,persistence and migration behavior.This research has important value for the promotion of 5G education platforms.In addition,the results of this study have important implications for how to make users engage in online learning more deeply and continuously when external emergencies occur.