AUTHOR=Zhao Hong , Song Lijuan 

TITLE=Assessing the Antecedents and Consequences of Experience Value in Online Education: A Quantitative Approach

JOURNAL=Frontiers in Psychology

VOLUME=Volume 13 - 2022

YEAR=2022

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.911565

DOI=10.3389/fpsyg.2022.911565

ISSN=1664-1078

ABSTRACT=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 investi-gates 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 re-sults of the study found that experience value had a positive and significant effect on user con-tinuance 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.