IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i2p889-d481813.html
   My bibliography  Save this article

An Empirical Study on Online Learners’ Continuance Intentions in China

Author

Listed:
  • Yiwen Li

    (Graduate School of Regional Innovation Studies, Mie University, 1577 Kurimamachiya-cho, Tsu, Mie-Prefecture 514-8507, Japan)

  • Norihiro Nishimura

    (Graduate School of Regional Innovation Studies, Mie University, 1577 Kurimamachiya-cho, Tsu, Mie-Prefecture 514-8507, Japan)

  • Hisanori Yagami

    (Graduate School of Regional Innovation Studies, Mie University, 1577 Kurimamachiya-cho, Tsu, Mie-Prefecture 514-8507, Japan)

  • Hye-Sook Park

    (Graduate School of Regional Innovation Studies, Mie University, 1577 Kurimamachiya-cho, Tsu, Mie-Prefecture 514-8507, Japan)

Abstract

Online education in China is developing at a rapid pace due to its unique advantages, and its sustainable development is becoming increasingly crucial. Thus, this study attempted to understand learners’ continuance intentions in an online learning environment and examined the factors influencing online learners’ continuous retention. The research model for the influencing factors and study hypotheses were constructed based on multiple theoretical and synthesized perspectives, such as the information system success model; interactions between students, content, and instructors; and the theory of perceived value. To achieve the stated objectives, we conducted a questionnaire survey, in which 382 valid responses were collected from Chinese respondents from 32 provinces in China in April and May 2020. Furthermore, this study primarily employed Structural Equation Modeling (SEM) and Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the constructed model. The results indicate that service quality, course quality, and student–instructor interaction have indirect and positive effects on learners’ continuance intentions for online learning, while the variable of perceived value is a significant mediator for online learners’ retention and has a direct influence on their continuance intentions. Student–student interaction and student–content interaction do not have direct or indirect effects on online learners’ continuance intentions.

Suggested Citation

  • Yiwen Li & Norihiro Nishimura & Hisanori Yagami & Hye-Sook Park, 2021. "An Empirical Study on Online Learners’ Continuance Intentions in China," Sustainability, MDPI, vol. 13(2), pages 1-18, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:889-:d:481813
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/2/889/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/2/889/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Shuiqing Yang & Xianwu Zeng, 2018. "Sustainability of Government Social Media: A Multi-Analytic Approach to Predict Citizens’ Mobile Government Microblog Continuance," Sustainability, MDPI, vol. 10(12), pages 1-17, December.
    2. Yin Ma & Athapol Ruangkanjanases & Shih-Chih Chen, 2019. "Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites," Sustainability, MDPI, vol. 11(21), pages 1-17, October.
    3. Wolfgang Ulaga & Samir Chacour, 2001. "Measuring Customer-Perceived Value in Business Markets: A Prerequisite for Marketing Strategy Development and Implementation," Post-Print hal-00485109, HAL.
    4. Kim, Hyejeong & Niehm, Linda S., 2009. "The Impact of Website Quality on Information Quality, Value, and Loyalty Intentions in Apparel Retailing," Journal of Interactive Marketing, Elsevier, vol. 23(3), pages 221-233.
    5. Bolton, Ruth N & Drew, James H, 1991. "A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 375-384, March.
    6. Overby, Jeffrey W. & Lee, Eun-Ju, 2006. "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1160-1166, October.
    7. Juan Gabriel Martínez-Navalón & Vera Gelashvili & Felipe Debasa, 2019. "The Impact of Restaurant Social Media on Environmental Sustainability: An Empirical Study," Sustainability, MDPI, vol. 11(21), pages 1-24, November.
    8. Konuk, Faruk Anıl, 2018. "The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 304-310.
    9. Ives Chacourre Wangninanon Gogan & Ziqiong Zhang & Elizabeth Damian Matemba, 2018. "Impacts of Gratifications on Consumers’ Emotions and Continuance Use Intention: An Empirical Study of Weibo in China," Sustainability, MDPI, vol. 10(9), pages 1-20, September.
    10. Shichao Pang & Peng Bao & Wenyuan Hao & Jaewoong Kim & Wei Gu, 2020. "Knowledge Sharing Platforms: An Empirical Study of the Factors Affecting Continued Use Intention," Sustainability, MDPI, vol. 12(6), pages 1-18, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Arief Kusuma Among Praja & Rian Adi Septiawan & Tantri Yanuar Rahmat Syah & Endah Murtiana Sari & Maya Puspita Dewi & Purwanto Sarjana Katijan & Tezara Cionita & Yin Ling Lai, 2023. "Sustainable Development Strategy of Low-Cost Airlines: Empirical Evidence for Indonesia Based on Analysis of Passenger Loyalty," Sustainability, MDPI, vol. 15(3), pages 1-12, January.
    2. Ilie Gligorea & Muhammad Usman Yaseen & Marius Cioca & Hortensia Gorski & Romana Oancea, 2022. "An Interpretable Framework for an Efficient Analysis of Students’ Academic Performance," Sustainability, MDPI, vol. 14(14), pages 1-21, July.
    3. Saeid Asgharzadehbonab & Arif Akkeleş & Hasan Ozder, 2022. "Students’ Academic Performance and Perceptions towards Online Learning during the COVID-19 Pandemic at a Large Public University in Northern Cyprus," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    4. Rocsana Bucea-Manea-Țoniş & Valentin Kuleto & Simona Corina Dobre Gudei & Costin Lianu & Cosmin Lianu & Milena P. Ilić & Dan Păun, 2022. "Artificial Intelligence Potential in Higher Education Institutions Enhanced Learning Environment in Romania and Serbia," Sustainability, MDPI, vol. 14(10), pages 1-18, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Moslehpour, Massoud & Lin, Yi Hsin & Nguyen, Thi Le Huyen, 2017. "Top purchase intention priorities of Vietnamese LCC passengers: Expectations and satisfaction," MPRA Paper 81635, University Library of Munich, Germany.
    2. Maria Abdul Rahman* & Yusniza Kamarulzaman, 2018. "The Mediating Effect of Satisfaction on Customer Loyalty in Oursourcing Relationships and its Determinants," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 1062-1074:6.
    3. Mencarelli, Rémi & Lombart, Cindy, 2017. "Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 12-21.
    4. The Anh Phan & Ngoc Bao Thi Pham, 2023. "Young Adults’ Anti-Consumption Tendencies toward Organic Foods in Vietnam: The Mediating Role of Self-Efficacy," SAGE Open, , vol. 13(4), pages 21582440231, November.
    5. Yi-Man Teng & Kun-Shan Wu, 2019. "Sustainability Development in Hospitality: The Effect of Perceived Value on Customers’ Green Restaurant Behavioral Intention," Sustainability, MDPI, vol. 11(7), pages 1-13, April.
    6. Maroufkhani, Parisa & Asadi, Shahla & Ghobakhloo, Morteza & Jannesari, Milad T. & Ismail, Wan Khairuzaman Wan, 2022. "How do interactive voice assistants build brands' loyalty?," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    7. Zhao, Ju & Qiu, Ju & Zhou, Yong-Wu & Hu, Xiao-Jian & Yang, Ai-Feng, 2020. "Quality disclosure in the presence of strategic consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    8. Akkhaporn Kokkhangplu & Wanida Onlamai & Tananat Chokpreedapanich & Kraisak Phikul, 2023. "What Predicts Behavioral Intention in Eco-Friendly Hotels? The Roles of Tourist’s Perceived Value and Satisfaction: A Case Study of Thailand," Sustainability, MDPI, vol. 15(4), pages 1-21, February.
    9. Cheong Kim & Hyeon Gyu Jeon & Kun Chang Lee, 2020. "Discovering the Role of Emotional and Rational Appeals and Hidden Heterogeneity of Consumers in Advertising Copies for Sustainable Marketing," Sustainability, MDPI, vol. 12(12), pages 1-20, June.
    10. Hung-Tai Tsou & Ja-Shen Chen & Cindy Yunhsin Chou & Tzu-Wen Chen, 2019. "Sharing Economy Service Experience and Its Effects on Behavioral Intention," Sustainability, MDPI, vol. 11(18), pages 1-25, September.
    11. Rémi Mencarelli & Carole Lombart, 2017. "Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context," Post-Print hal-01592035, HAL.
    12. Martinelli, Elisa & De Canio, Francesca, 2021. "Purchasing veg private labels? A comparison between occasional and regular buyers," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    13. Dorai, Sriram & Balasubramanian, Nataraj & Sivakumaran, Bharadhwaj, 2021. "Enhancing relationships in e-tail: Role of relationship quality and duration," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    14. Echchakoui, Saïd, 2015. "Drivers of sales force equity in the service industry," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 140-153.
    15. Dastane, Omkar & Goi, Chai Lee & Rabbanee, Fazlul, 2020. "A synthesis of constructs for modelling consumers’ perception of value from mobile-commerce (M-VAL)," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    16. Nina Tura & Lea Hannola & Mikko Pynnönen, 2017. "Agile Methods for Boosting the Commercialization Process of New Technology," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 14(03), pages 1-23, June.
    17. Jebarajakirthy, Charles & Shankar, Amit, 2021. "Impact of online convenience on mobile banking adoption intention: A moderated mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    18. Per Engelseth & Wuthichai Wongthatsanekorn & Chayakrit Charoensiriwath, 2014. "Food Product Traceability and Customer Value," Global Business Review, International Management Institute, vol. 15(4_suppl), pages 87-105, December.
    19. Martins, José & Costa, Catarina & Oliveira, Tiago & Gonçalves, Ramiro & Branco, Frederico, 2019. "How smartphone advertising influences consumers' purchase intention," Journal of Business Research, Elsevier, vol. 94(C), pages 378-387.
    20. Kim, Jeeyeon & Kim, Mingyung & Choi, Jeonghye & Trivedi, Minakshi, 2019. "Offline social interactions and online shopping demand: Does the degree of social interactions matter?," Journal of Business Research, Elsevier, vol. 99(C), pages 373-381.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:889-:d:481813. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.