本文選題：在線英語教育 + 持續(xù)使用意向�。� 參考：《吉林大學》2017年碩士論文

【摘要】：隨著大數(shù)據(jù)、云計算、人工智能等互聯(lián)網(wǎng)技術的普及,在線教育迅速發(fā)展。咨詢機構i Research發(fā)布的《中國在線語言教育行業(yè)研究報告》顯示,2015年中國在線語言教育市場規(guī)模達到236億元,用戶規(guī)模為1766萬人,同比增長27%,預計幾年之后將以高于20%的速度繼續(xù)保持高速增長。其中,英語培訓領域更是成績亮眼,用戶規(guī)模占語言教育市場總體規(guī)模的40%以上,商業(yè)在線英語培訓平臺更是不斷掀起上市融資熱潮……然而,平臺運營資本盛宴下是暗流洶涌的競爭,外患未平,內(nèi)憂不斷。線上英語培訓平臺中用戶較低的持續(xù)使用意愿日益成為在線英語教育平臺生存和發(fā)展的瓶頸:教育產(chǎn)品和其他商品的差別在于,在線教育產(chǎn)品通常一次性付費,若用戶首次課程學習體驗不佳,當其有新的課程需求時,基本上無再次在同一平臺上購買其他所需課程的可能性。因此,結合“AI+”和“互聯(lián)網(wǎng)+”背景下在線英語課程教育平臺的特點,根據(jù)平臺用戶英語課程購買行為和使用現(xiàn)狀,以期望確認模型為基礎,結合信息系統(tǒng)成功模型和顧客關系營銷理論,構建在線英語課程教育平臺用戶持續(xù)使用行為的概念模型,以重點探討影響英語課程教育平臺中用戶持續(xù)使用意向的關鍵因子,進而為在線英語課程教育平臺提供運營建議。本文模型包含九個變量,其中持續(xù)使用意向為因變量;其余變量為信息質量,系統(tǒng)質量,服務質量,感知有用性,期望確認度,滿意度,感知轉換成本和信任度。本研究采用問卷調研法,以滬江網(wǎng)校、新東方在線等在線英語教育平臺為調研對象,收集用戶使用數(shù)據(jù),對持續(xù)使用意向的影響因素進行實證研究。結果表明:(1)完善和拓展的期望確認模型對在線英語課程教育平臺用戶持續(xù)使用意向能夠解釋77.31%的變異,解釋力主要來自感知有用性、滿意度、信任、感知轉換成本。(2)用戶滿意度的影響因素有期望確認度、信息質量、服務質量。(3)用戶感知有用性的影響因素有期望確認度和信息質量。(4)期望確認度的影響因素為服務質量和系統(tǒng)質量。因此,本文提出的運營建議如下:(1)深化課程信息的分類管理,滿足用戶對不同課程的個性化需求,提高在線教育課程平臺對用戶的有用性。(2)為用戶提供增值服務,提高會員管理能力,增強課堂互動性,實現(xiàn)場景式教學,提供獨一無二的問題解決方案。(3)定期進行用戶需求調研分析,增強用戶洞察,提升用戶體驗,提高用戶對網(wǎng)站的滿意度。(4)注重網(wǎng)站品牌建設與管理,提升信譽度,增強用戶對網(wǎng)站的信任度。(5)提升在線英語課程教育平臺的課程信息質量、系統(tǒng)質量和服務質量。
[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.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G434;H319

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