Research On The Impact Of Online Vocational Education Service Quality On Users’ Sustainable Use Intention

With the development of information technology,the update of big data technology,cloud technology,and Internet technology,online education has developed rapidly.Especially since the epidemic,online education has rapidly penetrated into third-and fourth-tier cities,bringing huge development opportunities to major online education platforms.At present,the online vocational education industry is facing the problems,such as: a large number of institutions,serious homogenization of products,and uneven customer service quality.Low customer satisfaction has become a common situation in the industry,and the willingness of customers to continue to use is low,which seriously restricts the development of online vocational education institutions.How to effectively improve the customer’s willingness to continue to use,and then improve customer repurchase and referral has become the focus of the development of online vocational education institutions.In this thesis,the research of domestic and foreign scholars in the field of online education is sorted out,and the focus is taken as the user’s continuous use willingness,combined with the influence of service quality,the relevant models are integrated,and the impact model of online vocational education service quality on user’s continuous use willingness is constructed.The model takes five dimensions of service quality as the independent variable,customer satisfaction as the intermediary variable,learning ability and learning motivation as the moderating variable,and the user’s continuous use willingness as the dependent variable,and conducts systematic data analysis.Through data analysis,the influence model of service quality on user’s continuous use willingness is verified,and the five dimensions of independent variable service quality have a significant positive impact on the user’s continuous use willingness of dependent variable.In the mediation effect test,the independent variable affects the user’s continuous use willingness through the customer satisfaction of the intermediary variable,and the total effect of service quality empathy on the dependent variable is the highest.Moderating variable learning motivation weakens the influence of the tangibility of ZY service quality on the user’s continuous use willingness,while the learning ability weakens the reliability dimension of ZY service quality and the impact of the guarantee dimension on the user’s continuous use willingness.Finally,based on the results of empirical analysis,this thesis proposes ZY to improve the user’s continuous use willingness.It is hoped that this thesis will have the reference significance for improving the customer management ability and enterprise profitability of online vocational education institutions.