Factors affecting online learners’ continuous learning intention: Structural equation based on expectation-confirmation model

As the number of online learning users continues to grow, exploring how to generate and maintain users' willingness to continue learning and improving user retention rates has become an important condition for the effective development of online learning. Based on the Expectation -Confirmation Model perspective, this study explores the impact of expectation confirmation, learning satisfaction, perceived usefulness, curiosity, and attitude on online learners' willingness to continue learning. Using structural equation model analysis, it is found that attitude has an important impact on continued learning willingness. Expectation confirmation, learning satisfaction, and curiosity have a certain impact on continuous learning intention, while perceived usefulness has no impact on continuous learning intention. Based on the above research findings, this study puts forward four suggestions to enhance online learners’ willingness to continue learning.