FACTORS AFFECTING THE WILLINGNESS OF CHINESE USERS TO CONTINUE USING ONLINE EDUCATION PLATFORMS IN YUNNAN
Keywords:
continuous use intention, China, online education platform, perceived value, use experienceAbstract
This research examines the main factors such as platform system quality, course quality, and user interaction influencing users' continuous use intention on the online education platform from the user experience and perceived value perspective. Data was collected through the convenience approach via online survey questionnaires from 422 Yunnan respondents who had a prior online learning experience, including both elementary and higher education level courses, within the past year on an online education platform in China. Yunnan is located at the border of southwest China, where education is costly and inefficient. Data are tested against the research model by using structural equation modeling. The results indicate that user-perceived value will significantly impact users' willingness to continue using online education platforms. Furthermore, users' functional experience and emotional experience have a positive impact on perceived profit, while they have a negative effect on perceived loss. In addition, the quality of the platform system affects users' functional experience and emotional experiences. Besides, course quality, including timeliness, pertinence, authority, and
1 Ed.D., Chinese Teacher, Stamford International University, Thailand. qingfang.zhang@stamford.edu
2 Ph.D., Assistant Professor, Graduate School of Education, Stamford International University, Thailand. yan.ye@stamford.edu
3 Ed.D., Chinese Associate Professor, Stamford International University, Thailand. 1689034@qq.com
4 MBA., Stamford International University, Thailand. hui.ma@stamford.edu
5 M.Ed., Stamford International University, Thailand. zhenglina@yuhuachina.com
6 M.Ed., Stamford International University, Thailand. renyandan@sina.com
7 Ph.D., Lecturer, Stamford International University, Thailand. 316346676@qq.com
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richness, positively affects users' functional experience and emotional experiences. And Interactions between students and teachers were also found in the study that has a positive influence on users' functional experience and emotional experiences.
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