An Empirical Study on the Influencing Factors of College Students' Online Learning Stickiness

• In Event: 64.077 - Online Learning: From the Student's Perspective

Abstract

On the basis of Technology Acceptance Model, this study establishes a structural equation model for the influencing factors of online learning viscosities. Under the verification of 559 questionnaires, we found that the main factors affecting the students’ online learning stickiness are learners’ perceived usefulness, perceived ease of use, expectation confirmation, satisfaction and switching cost; Perceived usefulness has no significant effect on learners' online learning stickiness; The impact of perceived ease of use and perceived interactivity on satisfaction is not significant; The effect of the expectation confirmation on perceived usefulness was not tested by hypothesis. The study ultimately hopes to provide targeted and sustainable development suggestions for the design of online course platforms and the improvement of course quality.

Authors

• Aixia Li, East China Normal University

• Hu Zhang, Yantai No. Three Middle School

• Xiaoqing Gu, East China Normal University

• Xinyue Diao, East China Normal University

• Saichao Li, East China Normal University