A Research on Factors Influencing Online Education Users’ Continuance Usage Intention

Abstract

With the rapid development of Internet and mobile Internet technology, and the popularization of intelligent terminal and high speed Internet service, online learning as a new educational mode gradually gains its popularity. The purpose of this paper is to study the influencing factors of users' continuance usage intention in online education platform. Based on the Expectation Confirmation Model (ECM) of information system and the Technology Acceptance Model (TAM), the theoretical model of the influencing factors of user's intention to use continuously is constructed. The SEM analysis method is used to verify the validity of the model. According to the results, users’ continuance intention model built demonstrates acceptable model fit, which indicates the assumed path relationship accords with the data collected. User satisfaction, perceived usefulness, perceived ease of use and social influence are factors directly influencing the users’ continuance usage intention.

Keywords: Online education, User behavioral, Continuance usage intention, SEM