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首页> 外文期刊>Internet Research: Electronic Networking Applications and Policy >Utilizing the Push-Pull-Mooring-Habit framework to explore users' intention to switch from offline to online real-person English learning platform
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Utilizing the Push-Pull-Mooring-Habit framework to explore users' intention to switch from offline to online real-person English learning platform

机译：利用推挽系泊习惯框架探索用户意图从离线转换到在线现实人英语学习平台

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摘要

Purpose The purpose of this paper is to develop an extended Push-Pull-Mooring-Habit (PPMH) framework in order to better understand users' intention of switching from offline to an online real-person English learning platform service. Design/methodology/approach Based on 301 valid responses collected from an online survey questionnaire, structural equation modeling was employed to examine the research model. Findings The causal model was validated using SmartPLS 3.0, and all study hypotheses were supported. The results show that push effects (learning convenience, service quality and perceived price), pull effects (e-learning motivation, perceived usefulness), mooring effects (learning engagement, switching cost and social presences) and habit effects (relationship inertia) all significantly influence users' switching intentions from offline to an online real-person English learning platform. Practical implications The findings should help online English learning service providers and marketers to understand the intention of offline English learning users to switch to an online real-person English learning platform, and develop related theories, services and regulations. Originality/value The present study extends the prior research of an online real-person English learning platform by providing PPMH as the general framework and demonstrating its efficacy in explaining user switching intentions.
机译：目的本文的目的是开发一个扩展的推挽系泊习惯（PPMH）框架，以便更好地了解用户从离线转换为在线现实人英语学习平台服务的意图。根据从在线调查问卷中收集的301个有效响应的设计/方法/方法，采用结构方程式建模来检查研究模式。调查结果使用SmartPLS 3.0验证了因果模型，并支持所有研究假设。结果表明，推动效果（学习方便，服务质量和感知价格），拉动效果（电子学习动机，感知的有用率），系泊效果（学习参与，切换成本和社会顾问）和习惯影响（关系惯性）影响用户的切换意图从离线到在线现实人英语学习平台。实际意义调查结果应该帮助在线英语学习服务提供商和营销人员了解脱机英语学习用户的意图，以转向在线现实人的英语学习平台，并制定相关的理论，服务和法规。原创性/价值本研究通过提供PPMH作为一般框架来扩展了在线现实人英语学习平台的先前研究，并在解释用户切换意图时展示其疗效。

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