FACTORS INFLUENCING USER BEHAVIOR ON AN ONLINE EDUCATION PLATFORM BASED ON B2B2C MODE: FROM THE PERSPECTIVE OF ART EDUCATION

Abstract

This research analyzes whether the course design and follow-up services have an impact on customer satisfaction when an arts education institution applies the business to business to customer (B2B2C) platform for online education. The guidance on customer behavior of the B2B2C online education platform proposed in the previous literature is adopted to adapt the model framework, and provide guidance for arts education institutions when using this type of platform for online education. Questionnaires are distributed offline. In this research, 399 valid questionnaires are used for quantitative analysis, and the proposed hypotheses are verified through correlation and multiple regression analyses. The results show that excellent course arrangement and active after-school assistance behaviors have a significant positive impact on customer satisfaction. The course content of the product owner mainly plays a role in assisting decision-making during the trial phase. In the use phase, the product side can establish a community based on the analysis results, conduct follow-up one-to-one coaching, and carry out regular assessments, all of which can effectively improve customer satisfaction and expectation confirmation after class. For the invalid hypotheses, it is significant for arts education institutions to circumvent them reasonably when practicing education.