Study On Users’ Intention Of Continuous Use In Online Education Platform Combined With Situational Factor

With the continuous development of science and technology,people’s living and income levels are also constantly improving.Nowadays,people are no longer satisfied with a life of food and clothing,but have a higher level of pursuit.For example,people are paying more and more attention to education.And the demand is getting higher and higher.With the rapid development of computer networks,online education is now advancing steadily.With the rise of online courses and the continuous development of mobile education platforms,various platforms of various sizes have sprung up like mushrooms,and payment for knowledge has become more and more frequent and prevalent.Various education platforms have issued different education and learning.Products,but with the development of online education,it has also aroused the attention and heated discussion of the academic community.At present,scholars focus more on personal consumption,channel consumption and the consumption level of these learning products themselves to study users’ continuous use behavior,ignoring the important influence of contextual factors on users’ continuous use behavior.The research objective of this paper is to further explore the influence mechanism of contextual factors on users’ willingness to use continuously on the basis of existing research at home and abroad.This paper takes the online education platform users’ willingness to continue to use as the research object,and the users of China’s more typical online education platform-Tencent Classroom as the survey object.The paper mainly starts from the situational theory,through the SOR model theory,and relies on the situational factors and The literature on customer perception and other directions is based on the theory.Based on the existing research results,it has a more lasting impact on the user’s willingness.Therefore,the paper mainly focuses on the context factor and the interaction factor as the variable factors of this research formation,And introduce this intermediate variable of user perceived value,so as to derive based on the three main dimensions of perceived function value,perceived profit and perceived risk,propose hypotheses and obtain data results through empirical analysis and modeling to verify the rationality of the hypotheses.And use data analysis software SPSS25.0 to test the validity of the data and model test software AMOS23.0 to analyze.Through data analysis and model verification research,we can find that the current environmental factors and interaction factors among the situational factors are positively correlated with people’s emotional factors and perceived gains.In addition,the user’s perceived value is in the situational factors and the user’s willingness to continue using Play a part of the intermediary role between.It shows that current users have a certain willingness to use the school education platform.