Research On The Decision Mechanism Of Users' Continuance Usage Intention For Online Education Platform

With the development of Internet technology and the popularization of mobile terminals,and the spread of lifelong learning concepts,people's learning needs are more diverse.The digital and mobile online learning method has become a new way for people to receive education.It is very different from the traditional offline classroom learning model,which provides great development and transformation opportunities for traditional education methods.At present,the scale of online education users is still in a period of rapid growth,and the needs of users are diverse,and products are gradually developing in the vertical field.The online education market has a broad prospect and has become a highly regarded emerging industry.At the same time,various types of startups have swarmed,and established education companies have also launched online education projects,making the online education market increasingly fierce.In this context,the snatch of new users,the retention of original users,and the exploration of business models are all issues that online education companies must face.Therefore,this study takes the online education platform as the research object,based on theoretical analysis and empirical research,researches on the decision-making mechanism of users' continuance usage intention for online education platform.Therefore,we can understand the factors that affect the users' continuance usage intention,in order to analyze the behavior of online education platform users and provide constructive significance for platform operation management.Based on the expectation confirmation theory,the habit theory and the trust theory,and based on the special situation of the online education platform,this study constructs the theoretical model of the online education platform users' continuance usage intention decision-making mechanism.In order to test whether the theoretical model and the research hypothesis are true,this study obtained 309 data information through questionnaire survey,and used the structural equation model method to measure the reliability and validity of each scale,the path relationship between each variable and the matching degree of the model.Using the method of analysis of variance to verify whether there is a significant difference in the influence of control variables(gender,age,industry,education)on the user's continuance usage intention.Linear regression method was used to explore whether habits regulate the relationship between user satisfaction,platform trust and user's continuance usage intention.And According to the results of data analysis,the practical suggestions on how to improve the user's continuance usage intention are pointed out.The research results show that the theoretical model of the influencing factors of the continuous use decision-making mechanism of online education platform users has a good fitness.User satisfaction and platform trust are the direct influencing factors of user's continuance usage intention.perceived usefulness and confirmation can indirectly affect user's continuance usage intention through direct influence factors.Habits positively regulate the relationship between user satisfaction,platform trust and continuance usage intention.There is no significant difference in the impact of gender and education on user's continuance usage intention.There is a significant difference in the influence of age and industry on the willingness of users of online education platform to continue to use.