Research on Impact Factors of User's Continuance Intention in Online Education Platform

With the rapid development of Internet technology in China, digital online learning has become a new way for people to receive education. The scale of online education users has been growing rapidly as well as online education industry, which has broad and large market prospects. Many online education enterprises began to consider an important issue that how to attract and maintain users and make online education become more commercial. Under the backgrounds, this study takes the commercial online education platform as the research object, and based on previous researches, it integrates Echnology Acceptance Model (EAM), Expectation Confirmation Model (ECM) and Unified Theory of Acceptance and Use of Technology (UTAUT), and constructs impact factors model. Based on the results, this study also puts forward some targeted operational strategies to improve the user's intention.