Assessing the Antecedents and Consequences of Experience Value in Online Education: A Quantitative Approach
The experience value of online education is a hot topic in both theoretical and practical circles, but research on its mechanism of action is limited. Therefore, this study systematically investigates the relationship between brand image, experience value, and continuance intention through a theoret...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-06-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.911565/full |
| _version_ | 1828833358573993984 |
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| author | Hong Zhao Lijuan Song |
| author_facet | Hong Zhao Lijuan Song |
| author_sort | Hong Zhao |
| collection | DOAJ |
| description | The experience value of online education is a hot topic in both theoretical and practical circles, but research on its mechanism of action is limited. Therefore, this study systematically investigates the relationship between brand image, experience value, and continuance intention through a theoretical analysis of brand image, and discusses the boundary role of effective commitment in it. In this study, 475 users were used to conduct structural equation modeling analysis. The results of the study found that experience value had a positive and significant effect on user continuance intention under the significant influence of brand image, but affective commitment did not play a positive moderating role in the relationship between experience value and continuance intention. This study examines the mechanism of the antecedents and consequences of experience value, and provides a new direction for the construction of online education and the development of online education and marketing strategies. |
| first_indexed | 2024-12-12T17:16:34Z |
| format | Article |
| id | doaj.art-f1a0294242084fc5965be1caaa78f765 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-12-12T17:16:34Z |
| publishDate | 2022-06-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-f1a0294242084fc5965be1caaa78f7652022-12-22T00:17:46ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-06-011310.3389/fpsyg.2022.911565911565Assessing the Antecedents and Consequences of Experience Value in Online Education: A Quantitative ApproachHong Zhao0Lijuan Song1International College of Cultural Education, Northeast Agricultural University, Harbin, ChinaCollege of Humanities and Social Sciences, East China Jiaotong University, Nanchang, ChinaThe experience value of online education is a hot topic in both theoretical and practical circles, but research on its mechanism of action is limited. Therefore, this study systematically investigates the relationship between brand image, experience value, and continuance intention through a theoretical analysis of brand image, and discusses the boundary role of effective commitment in it. In this study, 475 users were used to conduct structural equation modeling analysis. The results of the study found that experience value had a positive and significant effect on user continuance intention under the significant influence of brand image, but affective commitment did not play a positive moderating role in the relationship between experience value and continuance intention. This study examines the mechanism of the antecedents and consequences of experience value, and provides a new direction for the construction of online education and the development of online education and marketing strategies.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.911565/fullbrand imageexperience valuecontinuance intentionaffective commitmentonline educationmarketing strategies |
| spellingShingle | Hong Zhao Lijuan Song Assessing the Antecedents and Consequences of Experience Value in Online Education: A Quantitative Approach Frontiers in Psychology brand image experience value continuance intention affective commitment online education marketing strategies |
| title | Assessing the Antecedents and Consequences of Experience Value in Online Education: A Quantitative Approach |
| title_full | Assessing the Antecedents and Consequences of Experience Value in Online Education: A Quantitative Approach |
| title_fullStr | Assessing the Antecedents and Consequences of Experience Value in Online Education: A Quantitative Approach |
| title_full_unstemmed | Assessing the Antecedents and Consequences of Experience Value in Online Education: A Quantitative Approach |
| title_short | Assessing the Antecedents and Consequences of Experience Value in Online Education: A Quantitative Approach |
| title_sort | assessing the antecedents and consequences of experience value in online education a quantitative approach |
| topic | brand image experience value continuance intention affective commitment online education marketing strategies |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.911565/full |
| work_keys_str_mv | AT hongzhao assessingtheantecedentsandconsequencesofexperiencevalueinonlineeducationaquantitativeapproach AT lijuansong assessingtheantecedentsandconsequencesofexperiencevalueinonlineeducationaquantitativeapproach |