The Structural Equation Model of Willingness to Continue Using Online Education Platform Evidence from Chongqing City, China
Keywords:
Online education, Continuous usage intention, Expectation confirmation modelAbstract
The objectives of this study are 1) to understand the basic characteristics of users of online education platforms, 2) based on the Technology Acceptance Model and the Information Technology Expectation Model, to identify factors influencing consumers’ continued use of online education and construct a structural equation model for the intention to continue using online education platforms, and 3) to provide relevant recommendations for online education platform operating companies. The research surveyed 283 valid participants from Chongqing. Through descriptive statistical analysis, reliability analysis, confirmatory factor analysis, and the construction of a structural equation model, the theoretical model developed in this study exhibits a good fit. All ten assumed paths in the model were confirmed. Content quality, perceived interactivity, intrinsic motivation, perceived usefulness, and perceived ease of use were found to impact users’ intention to continue using the platform. The study suggests that online education platforms should focus on maintaining high-quality course content and emphasize the development and application of cutting-edge technologies to improve user retention rates.
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