Research On The Influencing Factors And Promotion Strategies Of The Continuous Use Intention Of The New Live Course In Online Educational Institutions

With the positive support of national policy,technology,market demand and financing scale,live online education courses in China have ushered in the spring of development.In order to expand the market scale,the major online education institutions have adopted the way of putting low prices or free new live course advertisements on major platforms to attract the attention of user traffic.Attracting a large number of potential users to the new live streaming class provided by the organization is only the first step.In order to achieve the retention of users,online educational institutions need to enhance the experience of users participating in the live course platform for the first time from multiple angles,In order to enhance the willingness of users to continue to use,and buy formal courses.In this study,through literature research,it is found that there is still a vacancy in the current literature on the new business form of online education,so this paper takes the live course of online education as the research object,through correlation analysis,it is found that users’ willingness to buy formal courses is positively related to the system function,the teaching content and the level of interaction.And provide feasible promotion strategies for the online education industry.This study is based on the information system success model and interaction theory,through the construction of the model,hypothesis,questionnaire survey,data analysis,result discussion,advanced organization competition analysis,put forward the promotion strategy several steps to achieve the research.