Analysis of Factors Affecting User Willingness to Use Virtual Online Education Platforms

Abstract

With the growing recognition and acceptance of virtual online education, more and more educational institutions are switching from offline business to online business. However, users differ in their willingness to use virtual online education platforms. This paper explores the factors affecting user willingness to use such platforms, laying a theoretical basis for promoting virtual online education. The main findings are as follows: college students are positive and in favor of extracurricular learning; the students’ demand for online learning contents varies with gender, grade, and major; the long-term willingness to use depends on perceived usefulness, satisfaction, and perceived switching cost, of which the last factor is the key contributor to increasing user resistance; the long-term willingness to use online education platforms is influenced by perceived usefulness, expected confirmation, content quality, service quality, system quality, satisfaction, and perceived switching cost, etc.