Influencing Factors On User Acceptance Of E-learning Business Of Publishing Units

Education business of traditional publishing units has now been facing serious challenges in digital age.First,the original core position in education publishing is shaken and the right to speak faces threat.Second,the traditional publishing value chain of publishing unit which relies on monopoly advantage of local education resources is no longer strong.Profit of their main business declines.Third,the lack of compound talents,ability in technology R&D and content management makes digital transformation of publishing units more difficult and stagnant.Main purpose of this research is to figure out what the main factors that can raise user acceptance of publishing unit's online education business are in such fierce competition market and how to keep accumulated content and resource advantages for so many years cooperating with public education system.Increasing user acceptance of online education business will enhance publishing units' profitability and help accelerate healthy digital transformation process of entire publishing industry.Also,the paper enriches empirical research in publishing units' user acceptance.This paper combines UTAUT model with Self-efficacy Theory,Perceived Risk,Connectionism Theory and creates user acceptance model of publishing units' online education business.First innovation of the model is to transform technical performance expectations to content performance expectations based on the content advantages of publishing units.Second is to add promotion conditions like price advantages.Third is to set three control variables ‘Identity',‘Education stage' and ‘Disguised force'.The paper collects data by questionnaire and uses SEM to analyze path of the influencing factors.Based on the results of empirical research,the paper proposes reasonable strategy recommendations on publishing units' online education business.Influence factors of the user acceptance of publishing units' online education business can be ordered as follows: Social Influence(use of classmates and colleagues,school promotion,etc.),Effort Expectancy(usability),Promoting Conditions(organization,technology,policy support,price advantage,etc.)and Performance Expectancy(authority,results certifiable,use self-efficacy and connectivity).The acceptance of teachers and those who are forced to use service are more likely to be affected by social influences and performance expectations than students and those who choose service voluntarily.