Study On The Influencing Factors And Improvement Strategies Of Online Learning Continuous Use Behavior Of E-commerce Students In Secondary Vocational Schools

With the rapid development of China’s economy and society and informatization,the development of e-commerce industry shows a rapid growth trend,the development potential is huge,related enterprises urgently need high-quality talents skilled in e-commerce related skills,and the society has a greater demand for e-commerce professionals.The Ministry of Education has launched an online learning platform for secondary vocational students,and many vocational colleges have also actively launched their own online quality courses,but unfortunately,many secondary vocational e-commerce students are unable to continue online learning,which not only affects their acquisition of knowledge and skills,but also leads to the waste of online course resources.Therefore,how to promote the continuous use of online learning behavior of secondary e-commerce students is an urgent problem to be solved.In this study,middle-career e-commerce students were used as research objects to explore the influencing factors and improvement strategies of online learning continuous use behavior of middle-vocational e-commerce students by using literature research method,questionnaire survey method and interview method.Firstly,on the basis of the continuous use model of expectation confirmation theory,the external variables of system quality,information quality and technology acceptance model of the success model of the information system are added,and the external variables are set from the environmental level,interaction level,information content level and system level according to the characteristics of e-commerce majors,and the perceived interest,self-efficacy and usage habits are included in the influencing factor variables for design according to the characteristics of secondary vocational students.This paper comprehensively constructs the model hypothesis of continuous use of behavioral influencing factors for online learning of students majoring in e-commerce.Secondly,according to the existing mature scales at home and abroad,combined with the constructed hypothesis model of influencing factors,the corresponding questionnaires were designed,and the questionnaires were distributed and recovered.Based on the collected data,the hypothesis model was validated using SPSS26.0 and AMOS28.0 software.Finally,in-depth interviews were conducted to explore and analyze the mechanism and deep-seated reasons between the influencing factors of online learning continuous use behavior,and proposed strategies to improve online learning continuous use behavior.This study yielded the following results: high student satisfaction has a direct positive effect on the intention to continue using online learning.Among the learner characteristic variables,perceived interest,self-efficacy and usage habits all directly had a positive impact on the intention of continuous use of online learning,and among the external environment variables,perceived interactivity,social influence,system quality and content quality all had an indirect positive impact on the intention of continuous use of online learning through student satisfaction.Based on the research conclusions,the improvement strategy of online learning continuous use behavior of middle-vocational e-commerce students is proposed: first,create a good external environment and improve the level of learner satisfaction;The second is to pay attention to vocational education and enhance the perceived interest of learners;The third is to effectively stimulate learning motivation and enhance learners’ self-efficacy;The fourth is to motivate the completion of the target plan and cultivate students’ stable use habits.