Research On Influencing Factors Of Continuous Use Behavior Of Mobile Learning App Users

With the further development of mobile Internet technology and mobile terminals,mobile devices have greatly changed People's Daily communication,learning,working and social contact modes.People's ways of learning and obtaining information have also been gradually expanded from offline to online and then to mobile terminals.A large number of mobile learning apps have emerged.They have the advantages of diverse information,convenient use and strong interaction,which bring novel learning experience and feelings for learners.Mobile learning products are mushrooming in China,which also brings the prominent problem of low retention rate.From the domestic perspective,most scholars research focus mainly focus on the user's initial adoption and use of behavior,research on user's repeated and continuous use is insufficient,in platform to attract a large number of user groups after how to develop long-term users and maintain its activity is the key,this article also on the ways to improve the predecessors' research.This study takes the mobile learning App as the research object,takes the technology continuity theory(TCT)model as the core,constructs the mobile learning APP user to continue to use the behavior influence factor model,and carries on the questionnaire data collection.Then,SPSS21.0 was used to test the reliability of 431 valid questionnaires,and the hypothesis relationship proposed in this paper was tested by AMOS24.0 the structural equation model.The results of data analysis show that the positive impact of new media features is confirmed,the positive impact perception usefulness and satisfaction are confirmed,perceived usefulness is positively affected by satisfaction and attitude,but there is no significant positive effect on the intention of continuous use,perceived usability positively affects perceived usefulness and attitude,satisfaction positive influence attitude and continuous use intention,Attitudes positively affect the continued use of intent,community influences and learning self-efficacy are positively affecting the continued use of intent,perceived risk and perceived cost negative impact on the continued use of intent.This research data not only supports the applicability of the overall model under the research topic,but also improves people's understanding of the driving factors of mobile learning App's continuous use behavior.It also verifies the influence relationship among the variables involved in the TCT model,and expands the interpretation boundary of the TCT model.Finally,according to the results of the study,the author puts forward some countermeasures for improvement.