The Influence Mechanism of Students' Continuous Studying Intention on Online Education Live-Broadcasting Platform

Based on The ECM model, this paper explores the influencing factors and mechanism of students' intention to continue studying on the online education live-broadcasting platform. A total of 382 valid questionnaires were received through the online questionnaire interview, and the model and research hypothesis were analyzed through the structural equation Mplus7.4. The results show that perceived interactivity and perceived usefulness have significant positive effects on students' satisfaction. Both the expectation confirmation and the self-efficacy have positive effects on students' satisfaction. Students' satisfaction has a significant positive effect on their intention to continue studying.