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

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 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.

A study on driving factors for enhancing financial performance and customer-centricity through digital banking

“…PEV reflects subjective assessments of the pros and cons linked with DB platforms, such as time saved, accessibility, fees and service and product charges (Alalwan et al, 2018). Service experiences of consumers are also influenced by the process of value creation (Hong and Song, 2022). Users are more inclined to provide a favourable OCE when they perceive enhanced value in the banking services provided by digital banks, including but not limited to competitive pricing, superior service quality and online convenience.…”