Study on the Willingness to Continue Using Online Learning Behaviour in the Platform Economy

Abstract

With the booming Internet economy, there are an increasing number of online learning platforms, and the number of users using these platforms for learning is growing every year. However, less than 30% of users are actively using these platforms, so it is important to understand users' willingness to use them continuously. In order to investigate the causes of users' low activity on online learning platforms, this paper develops a theoretical model on the factors influencing users' willingness to use these platforms consistently with the aid of expectation confirmation theory and self-determination theory.