在线英语课程教育平台用户持续使用意向的实证研究

发布时间：2018-05-06 03:38

本文选题：在线英语教育 + 持续使用意向　；参考：《吉林大学》2017年硕士论文

【摘要】：随着大数据、云计算、人工智能等互联网技术的普及,在线教育迅速发展。咨询机构i Research发布的《中国在线语言教育行业研究报告》显示,2015年中国在线语言教育市场规模达到236亿元,用户规模为1766万人,同比增长27%,预计几年之后将以高于20%的速度继续保持高速增长。其中,英语培训领域更是成绩亮眼,用户规模占语言教育市场总体规模的40%以上,商业在线英语培训平台更是不断掀起上市融资热潮……然而,平台运营资本盛宴下是暗流汹涌的竞争,外患未平,内忧不断。线上英语培训平台中用户较低的持续使用意愿日益成为在线英语教育平台生存和发展的瓶颈:教育产品和其他商品的差别在于,在线教育产品通常一次性付费,若用户首次课程学习体验不佳,当其有新的课程需求时,基本上无再次在同一平台上购买其他所需课程的可能性。因此,结合“AI+”和“互联网+”背景下在线英语课程教育平台的特点,根据平台用户英语课程购买行为和使用现状,以期望确认模型为基础,结合信息系统成功模型和顾客关系营销理论,构建在线英语课程教育平台用户持续使用行为的概念模型,以重点探讨影响英语课程教育平台中用户持续使用意向的关键因子,进而为在线英语课程教育平台提供运营建议。本文模型包含九个变量,其中持续使用意向为因变量;其余变量为信息质量,系统质量,服务质量,感知有用性,期望确认度,满意度,感知转换成本和信任度。本研究采用问卷调研法,以沪江网校、新东方在线等在线英语教育平台为调研对象,收集用户使用数据,对持续使用意向的影响因素进行实证研究。结果表明:(1)完善和拓展的期望确认模型对在线英语课程教育平台用户持续使用意向能够解释77.31%的变异,解释力主要来自感知有用性、满意度、信任、感知转换成本。(2)用户满意度的影响因素有期望确认度、信息质量、服务质量。(3)用户感知有用性的影响因素有期望确认度和信息质量。(4)期望确认度的影响因素为服务质量和系统质量。因此,本文提出的运营建议如下:(1)深化课程信息的分类管理,满足用户对不同课程的个性化需求,提高在线教育课程平台对用户的有用性。(2)为用户提供增值服务,提高会员管理能力,增强课堂互动性,实现场景式教学,提供独一无二的问题解决方案。(3)定期进行用户需求调研分析,增强用户洞察,提升用户体验,提高用户对网站的满意度。(4)注重网站品牌建设与管理,提升信誉度,增强用户对网站的信任度。(5)提升在线英语课程教育平台的课程信息质量、系统质量和服务质量。
[Abstract]:With big data, cloud computing, artificial intelligence and other Internet technology popularization, online education rapid development. The online language education market in China reached 23.6 billion yuan in 2015, with 17.66 million users, according to the China online language Education Industry Research report released by I Research, a consultancy. Growth of 27% year on year is expected to continue at a high rate of more than 20% over the next few years. Among them, the field of English training is particularly successful, the scale of users accounts for more than 40% of the total scale of language education market, and the commercial online English training platform has set off a wave of listing and financing. However, under the platform operating capital banquet is the undercurrent turbulent competition, the external suffering is not smooth, the internal worry is unceasing. The low willingness of users to continue to use online English training platforms is increasingly becoming a bottleneck to the survival and development of online English education platforms: the difference between educational products and other goods is that online education products usually pay once. If the user's first course learning experience is not good, there is basically no possibility to buy other required courses on the same platform again when they have new curriculum requirements. Therefore, according to the characteristics of online English course education platform under the background of "AI" and "Internet", according to the users' purchasing behavior and using status quo of English courses, this paper bases on the expectation confirmation model. Based on the successful model of information system and the theory of customer relationship marketing, this paper constructs a conceptual model of the continuous use behavior of users in the online English course education platform, in order to discuss the key factors that affect the users' sustainable use intention in the English curriculum education platform. And then provides the operation suggestion for the online English course education platform. The model consists of nine variables, in which persistent intention is dependent, while the others are information quality, system quality, quality of service, perceived usefulness, expected confirmation, satisfaction, perceived conversion cost and trust. In this study, the questionnaire was used to investigate the online English education platform, such as Hujiang online School and New Oriental online. The data of users were collected and the influencing factors of the intention of sustainable use were studied empirically. The results show that the improved and extended expectation confirmation model can explain 77.31% of the variation of the users' intention to use the online English course education platform, and the explanatory power mainly comes from perceived usefulness, satisfaction, trust, etc. Perceived conversion cost. 2) the influencing factors of user satisfaction are expected confirmation, information quality, The influencing factors of user perceived usefulness are expected confirmation degree and information quality. 4) quality of service and system quality are the influencing factors of quality of service. Therefore, the operational suggestions in this paper are as follows: 1) deepen the classified management of course information, meet the individualized needs of users for different courses, and improve the usefulness of online education curriculum platform for users. Improve the member management ability, enhance the classroom interaction, realize the scene type teaching, provide the unique problem solution. 3) carry on the user demand investigation and analysis regularly, enhance the user insight, enhance the user experience, To improve the satisfaction degree of users to the website. (4) to pay attention to the construction and management of the website brand, to enhance the credit degree, and to enhance the trust degree of the users to the website. 5) to improve the quality of course information, system quality and service quality of the online English course education platform.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G434;H319

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