IMPACT OF UNIVERSITY STUDENTS' ONLINE EDUCATION USER EXPERIENCE ON CONTINUING INTENTION
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Abstract
Online education platforms are the main way for users to learn online, and user experience will affect users' continuing intention. Studying the influencing factors of users' willingness to continue using online education platforms from the perspective of user experience can not only enrich theoretical research in the field of online education user behavior, but also provide suggestions for development strategies for online education platforms and educational content producers, which is of great significance. Therefore, this paper adopts quantitative and qualitative research methods, through individual interviews and self-made questionnaires, from the perspective of user experience, summarizes the relevant influencing factors of continuous use intention in online learning, and puts forward corresponding research hypotheses. A total of 423 valid questionnaires were recovered through the questionnaire survey method. SPSS software was used for exploratory factor analysis (EFA) and reliability and validity testing, and AMOS software was used for confirmatory factor analysis (CFA) and structural equation model (SEM) estimation, and it is concluded that system quality and course quality have a positive impact on user experience, user experience positively affects users' continuing intention by affecting perceived value.
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